How to choose brand colours
Why a palette is more than “the owner’s favourite colour”, and how to build one that works for years.
Colour is one of the first things people remember about a brand. But a palette picked by eye often falls apart as soon as it meets the website, social media and print.
Start with roles, not shades
Every colour in a palette has a job:
- Base — backgrounds and large areas, usually light or neutral.
- Text — dark, with enough contrast to read comfortably.
- Accent — one bright colour for buttons and key elements.
- Supporting — one or two shades for graphics and illustrations.
Proportions matter more than colours
An accent only works when there is little of it. Aim for proportions like 60 / 30 / 10: base, secondary colour, accent.
Check the contrast
Light grey text on white looks elegant, but it is impossible to read in sunlight. Check colour pairs against the WCAG accessibility guidelines.
Look at your competitors
If everyone in your niche is blue and white, green or terracotta can help you stand out. Just avoid a colour that clashes with how your service should feel.
Record the palette with exact codes for screen and print. Otherwise, a year from now you’ll have five “almost identical” blues.