How to choose the perfect color palette that will make your brand shine


While there are many steps in creating your own business, branding is one of the most important. It’s the way others perceive what your identity is all about. First impressions are the strongest when it comes to how people feel about a business, so it’s obvious you need to put your best foot forward in every way.
A good first step in branding is choosing an approachable and relatable colour palette for your brand to apply across your marketing materials and your stunning website. Even though choosing attractive branding colours can seem a bit tricky, don’t fret! We’re here to show you the steps to pick the most appropriate for your needs:

Know what emotions colours can evoke

You may have an idea of what you’d like the colour palette for your business to be, but before you set anything in stone, try to take a look at what the colours you’re thinking of using actually mean. “Do the colours convey the right emotions and are they attractive to my target market?” might seem like a silly question, but you can get a lot of insight by looking into the psychology of colours and emotion.



Experiment with online colour palette tools

Now that you know a thing or two about colours and emotions, it’s time to apply what you’ve learned by playing around with online colour palette tools! There are several for you to choose from and we’re going to highlight two below.


Coolors is a great place to start. It offers a wide variety of tools for adjusting the palette just the way you want it. In addition, you can export your final creation in many different formats so you can use it virtually wherever you want.
Coolors isn’t just a tool to create a colour palette, it also allows you to view other completed creations from other users so you can draw inspiration. The “Explore” section has literally hundreds (if not thousands) of palettes you can view, save, and edit yourself.

Choose your primary palette colors

Okay, so you’re inspired enough to begin choosing your primary or “dominant” palette colours. Great! These are the colours that you will want your target audience to recognize you with, and they will adorn your website and business cards, so it’s important to get them right.
While it’s not imperative, you’ll likely only want two primary colours, with the others left as accent colours, which we’ll cover later on. It’s also important to note that of your two dominant colours, one will be used more than the other when it comes to applying your palette.
First and foremost, your dominant palette colours should either complement or contrast well together, and neither should outshine one another. If they do, you can play with tints, tones and shades to find a happy medium between the two.

Here’s a quick explanation of these last terms:

Tones: Mixing grey to a pure colour.
Tint: Mixing white to a pure colour.
Shades: Mixing black to a pure colour.

This isn’t a step that’s to be rushed, as these will be the most defining colours of your brand that show people what it’s all about. You’ll be happy that you spent the extra time finding the perfect colour values.



Choose your accent colour(s)

Accent colours play an incredibly important role, especially on your website. They’re supposed to draw your viewer’s eyes to something you want to highlight. A poor choice can make people miss what’s essential for you.
Accent colours are usually bolder than your primary colours, so it’s best to ensure that there’s a high contrast between them.

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