1,2,3…The Basics Of A Brand Color Palette

You might think choosing your color palette is as simple as picking a few hues you like and throwing them together. But there's more to it than that.

Choosing the right colors for your brand is one of the most important decisions when designing or refreshing your business. The psychology of color can help you decide which colors best represent your company and how to use them in your branding.

Understanding the psychology of the colors you select for your company's identity and seamlessly integrating them into your branding strategy can effortlessly draw in more customers, eliminating the need for ongoing testing and resource-intensive efforts.

Here are some tips on how to choose the right colors for your brand:

- Your color palette should include five total shades: two primaries or Leader Colors (the main ones), two accents (good for dividers, logos, call-to-action buttons, and links), and one bold because all brands need one.

- All five brand colors should be from the same color spectrum (meaning they're similar enough to look good together) but not necessarily identical. This will ensure your brand has an overall cohesive feel without being too dull or repetitive.

- Make sure each shade has its purpose—reserve one for text and another for headlines. This practice prevents excessive distracting colors while maintaining the focus on meaningful content. Additionally, consider employing the remaining primary colors for backgrounds in graphics and website sections, enhancing their visual impact.

Branding and marketing experts agree that the psychology of color is one of the most essential parts of building a brand.

Your brand's colors belong in the foundation of how people perceive your business. What do you want to communicate in terms of your identity? Are you aiming for something bright and cheerful or more professional and grounded?

Consider what message you want your brand to convey, then choose a color palette based on those primary colors and accent colors.

Great brands are memorable, and when designing your web presence, using colors should be part of that conversation.

Your brand story comes through in the colors you choose, so choose wisely.