How to choose the right color palette for your brand identity


Slinky Creative

Alright, color enthusiasts and brand buffs, grab your Pantone swatches and let’s dive into the technicolor world of choosing the perfect palette for your brand identity!

Picking colors for your brand might seem as simple as pointing at a rainbow and saying, “I’ll take that one, that one, and… ooh, that pretty one too!” But trust me, there’s more to it than that. It’s like trying to choose the perfect outfit for a first date – you want to make a great impression, show off your personality, and hopefully not end up looking like a walking traffic light.

So, how do you pick the right colors without feeling like you’re playing pin the tail on the donkey while blindfolded? Well, grab a cup of coffee (or tea, or heck, even a margarita – I won’t judge), and let’s break it down.

First things first: Why does color even matter?

Well, let me tell you a little story. Back in my early days as a designer, I worked with a client who insisted on using brown and yellow for their children’s toy store. “It’ll be unique!” they said. “It’ll stand out!” they said. Yeah, it stood out alright – like a sore thumb at a hand model convention. Turns out, kids aren’t super jazzed about colors that remind them of, well… you know what. Lesson learned: colors matter, folks.

Colors are like the seasoning in your brand’s secret sauce. They can make people feel things, think things, and even do things. Don’t believe me? Well, studies have shown that color can increase brand recognition by up to 80%. That’s right, 80%! That’s more than my success rate at remembering to water my plants. (Sorry, Steve the Succulent. You deserved better.)

But here’s the kicker: different colors mean different things to different people. It’s like how some people think cilantro tastes like soap, while others can’t get enough of it. (Team No-Cilantro here, by the way. Fight me.)

So, let’s break down some common color associations:

  • Red: Passion, energy, excitement. It’s like the color equivalent of chugging an energy drink.
  • Blue: Trust, stability, calm. It’s the responsible older sibling of the color world.
  • Green: Nature, growth, health. It’s like a salad, but for your eyes.
  • Yellow: Happiness, optimism, attention-grabbing. It’s the golden retriever of colors.
  • Purple: Luxury, creativity, royalty. It’s the color equivalent of feeling fancy.
  • Orange: Friendly, cheerful, confident. It’s like a hug in color form.
  • Black: Sophistication, luxury, mystery. It’s the little black dress of the color world.
  • White: Purity, cleanliness, simplicity. It’s like a blank canvas, but one you’re allowed to spill coffee on.

Now, before you go slapping these colors all over your brand like a toddler with finger paints, remember: context is key. Your industry, target audience, and brand personality all play a role in how these colors will be perceived.

For example, using lots of black for a daycare center might send some mixed messages. Unless you’re running some sort of Goth Tots program. (Actually, wait. That’s kind of brilliant. BRB, filing a trademark.)

So, how do you actually go about choosing your colors? Well, buckle up, buttercup. We’re about to get into the nitty-gritty.

Step 1: Know Thyself (and Thy Brand)

Before you even think about colors, you need to know what your brand is all about. It’s like dating – you gotta know yourself before you can find your perfect match.

Ask yourself:

  • What’s your brand personality? Are you the fun, quirky friend or the reliable, no-nonsense type?
  • Who’s your target audience? Millennials? Boomers? Dogs? (Hey, pet brands are big business!)
  • What industry are you in? What colors are common? Do you want to fit in or stand out?

I once worked with a funeral home that wanted to use bright pink in their branding. Bold move, Cotton. Turns out, they wanted to focus on “celebrating life” rather than mourning death. It was a risk, but it paid off. They stood out in their industry and attracted clients who appreciated their unique approach.

Step 2: Do Your Homework (Sorry, I know that’s not fun)

Research, research, research. Look at your competitors’ colors. Not to copy them, mind you, but to understand the landscape. You want to stand out, not blend in like a chameleon at a paint store.

Check out color psychology resources. There’s a ton of info out there about how colors affect emotions and behaviors. Just don’t go down the rabbit hole too far, or you’ll start seeing hidden meanings in your breakfast cereal.

Pro tip: Check out the Color Psychology in Marketing study by CoSchedule. It’s chock-full of juicy info about how colors influence consumer behavior.

Step 3: Start with One Main Color

Pick one color that really embodies your brand. This is your starring actor, your main squeeze, your… okay, you get the idea.

This color should tick all the boxes:

  • It fits your brand personality
  • It appeals to your target audience
  • It works for your industry
  • It makes you feel all warm and fuzzy inside (or whatever emotion you’re going for)

For example, when I worked with a local coffee shop, we chose a rich, deep brown as their main color. Why? Because coffee, duh. But also because it conveyed warmth, earthiness, and that cozy feeling you get when you’re curled up with a good book and a hot cup of joe.

Step 4: Build Your Palette

Now that you’ve got your star player, it’s time to assemble the rest of the team. You want colors that play well together, like the cast of a sitcom, minus the drama.

A typical color palette includes:

  • 1-2 primary colors (your main color and maybe a sidekick)
  • 2-3 secondary colors (supporting actors)
  • 1-2 accent colors (for those pop of color moments)

There are a few ways to choose complementary colors:

  1. The Color Wheel Method: Remember that thing from art class? It’s actually useful! Colors opposite each other on the wheel complement each other. It’s like the yin and yang of the color world.
  2. The Nature Method: Look to nature for inspiration. Have you ever seen an ugly sunset? Exactly. Mother Nature knows what she’s doing.
  3. The “Ooh, Pretty!” Method: Sometimes, you just know when colors look good together. Trust your gut. (But maybe also get a second opinion. We’ve all had those “what was I thinking?” fashion moments.)

I once worked with a beachside resort that took inspiration from their surroundings. We used sandy beige, ocean blue, and sunset orange. It was so on-brand, you could practically smell the sea breeze just looking at their website.

Step 5: Test, Test, and Test Again

Once you’ve got your palette, it’s time to put it through its paces. It’s like taking a car for a test drive, but with less chance of accidentally driving off the lot without paying.

Try your colors out in different contexts:

  • On your logo
  • On marketing materials
  • On your website
  • In social media posts

And here’s a pro tip: check how your colors look in black and white. Why? Because sometimes your brand will be displayed in monochrome, and you don’t want it to look like a blob.

I learned this lesson the hard way when I designed a logo with yellow and light blue. Looked great in color, but in black and white? It was about as visible as a ninja in a coal mine.

Step 6: Get Feedback (But Maybe Not from Your Mom)

Show your color palette to people. Lots of people. But not just any people – people in your target audience. Your mom might love that hot pink and lime green combo, but if you’re targeting corporate executives, it might not hit the mark.

Ask them:

  • What feelings do these colors evoke?
  • What kind of brand do you think uses these colors?
  • Do these colors appeal to you?

Be open to feedback, but also trust your instincts. It’s a delicate balance, like trying to eat spaghetti while wearing a white shirt.

Step 7: Document Your Choices

Once you’ve settled on your palette, document it like your brand’s life depends on it. Because, well, it kind of does.

Create a brand style guide that includes:

  • Your exact color codes (RGB, CMYK, Pantone, HEX – all of ’em)
  • How and where to use each color
  • What not to do with your colors (please, for the love of all that is holy, no neon green comic sans on a red background)

This guide will be your brand’s color bible. Treat it with respect, or face the wrath of inconsistent branding. shudder

Real Talk: It’s Okay to Evolve

Here’s the thing: your brand, like a fine wine or a stinky cheese, will probably change over time. And that’s okay! Your colors can evolve too.

Take Apple, for example. They started with that rainbow apple logo (very groovy, man), and now they’re all about that sleek, minimalist silver. They changed with the times, and so can you.

Just don’t change your colors as often as you change your socks. Consistency is key in branding. It’s like dating – if you show up looking completely different every time, people might start to get confused.

In Conclusion… wait, no, I’m not supposed to say that. Let’s wrap this colorful burrito up!

Choosing the right color palette for your brand identity is part science, part art, and part throwing spaghetti at the wall to see what sticks. (Metaphorically, of course. Please don’t actually throw spaghetti. It’s a pain to clean up.)


  • Know your brand inside and out
  • Do your research
  • Start with one main color
  • Build a harmonious palette
  • Test it out
  • Get feedback
  • Document your choices

And most importantly, have fun with it! Color is one of the most exciting parts of branding. It’s like playing dress-up, but for your business.

So go forth, you color warriors! Paint the town red (or blue, or green, or whatever color best represents your brand). Just maybe avoid that brown and yellow combo for the kids’ toy store. Trust me on that one.

Now, if you’ll excuse me, I need to go repaint my office. Apparently, “Cheeto Dust Orange” isn’t a professional color choice. Who knew?