How to choose a brand’s color palette correctly
In short
A color palette helps convey a brand’s character and create associations. When choosing colors, consider the audience, competitors, how shades combine and how they display on different devices.
A brand’s color palette is one of the tools of communication with clients. Color conveys emotions, creates associations and affects first impressions. So choosing suitable shades is an important stage of developing a brand identity.
How to choose colors that speak to your audience
1. Define the brand’s character
How do you want to present it?
- Cheerful and bright?
- Calm and elegant?
- Dynamic and energetic?
Think about which emotions your brand should evoke in clients.
Examples:
A children’s clothing brand “Rainbow”
- Palette: bright, saturated colors — red, yellow, green, blue.
- Emotions: joy, energy, creativity.
An elite tea house brand “Silver Leaf”
- Palette: pastel shades — beige, gray, gold, lilac.
- Emotions: calm, refinement, luxury.
2. Look at competitors
Study the color solutions of other companies in your category.
Pay attention to two questions:
- Which colors do they use?
- Which associations do these shades evoke?
Try to find a chance to stand out against their background.
Example:
- Yogurt makers use bright pink.
- Your “Healthy Eating” brand can choose green to emphasize naturalness and freshness.
3. Speak your audience’s language
Find out which colors your target audience prefers.
Examples:
- Cosmetics for teenagers — bright, trendy shades.
- Products for older people — calm, warm colors.
4. Experiment with combinations
Create a moodboard — a collection of visual images and color combinations that reflect your brand’s style.
Try different combinations of shades.
Example:
For a sportswear brand “Active Style”, blue and orange may suit — a combination associated with dynamics and energy.
5. Do not forget about harmony
Too many bright colors can be tiring.
And inexpressive combinations risk going unnoticed.
It is important to find a balance between expressiveness and harmony.
Example:
A coffee shop brand “Fragrant Corner” can choose warm shades of brown and cream to create a cozy atmosphere.
6. Check the result
See how the chosen palette looks:
- On different devices.
- In various formats.
This will help you assess how well the colors have been chosen.
7. Do not be afraid of changes
A brand develops, and its color palette may change too.
Over time the shades can be reviewed so that they better reflect the company’s character.
Color as part of a brand identity
Choosing a palette starts with understanding the brand’s character and its audience.
Study competitors, experiment with combinations and check how the colors look in different conditions.
Color is one more way to tell about your brand without words.
Questions on the topic
Where do I start choosing a brand color palette?
Define the brand’s character and the emotions you want to evoke in clients. Then study competitors’ color solutions and your audience’s preferences.
Why study competitors’ colors?
It helps you understand which color solutions are used in your category and find a chance to stand out visually.
How do I check the chosen color palette?
See how the colors display on different devices and in various formats.
