How to Create the perfect color palette for your brand: A Detailed Overview

It may sound surprising, but colors can significantly impact your brand's success. The shades you select influence how your brand is perceived and determine whether or not people will interact with it.

In this article, we'll look at the mesmerizing realm of different colors for branding. Dive deep into the psychology associated with colors, unravel the secrets of color theory, and discover inspiring examples of brands that have mastered the art of color.

Let's begin!

The Basics: Color Theory and Psychology

Tapping into the captivating world of successful branding with colors requires a base knowledge of color theory. What are hues, saturation levels, tints, and shades? How can we achieve harmonious color combinations? What colors can evoke different emotions and impressions? 

Here's a breakdown of the critical concepts of color theory and color psychology.

  1. Hue, Saturation, and Value: Hue refers to the actual color itself; saturation is its intensity, and value is the lightness or darkness. Together, these three dimensions of color determine a brand's visual identity.
  2. Warm and Cool Colors: Colors are generally grouped into warm (red, orange, yellow) or cool (blue, green, purple) colors. Warm colors evoke energy and passion, while cool colors communicate calmness and trust.
  3. Color Wheel Harmony: Harmonizing colors involves creating complementary pairs (opposite on the color wheel), analogous colors (adjacent on the wheel), or triadic colors (evenly spaced on the wheel).
  4. Cultural Context: Consider the cultural context when selecting your colors. Different colors can carry different meanings depending on the culture.
  5. The Power of Color Psychology: Colors are a brilliant way to connect emotionally with your audience. Here's a look at the psychological associations of some colors:
  • Red: Passion, excitement, and urgency. It is also associated with love and appetite.
  • Blue: Calmness, trust, and reliability.
  • Yellow: Happiness, optimism, and creativity.
  • Green: Nature, growth, and sustainability.
  • Purple: Royalty, luxury, and creativity.
  • Orange: Enthusiasm, confidence, and friendliness.
  • Black: Power, elegance, and authority.
  • White: Purity, simplicity, and minimalistic.

By understanding the psychology behind colors, you can strategically use them to build a solid emotional connection with your audience. The right colors can evoke powerful emotions and perceptions and influence purchasing decisions.

Success Stories: Brands That Have Perfectly Aligned Colors with Their Brand Image

Ever wondered how a brand's colors impact its perception? Let's take a look at some fantastic examples of brands that have crafted their image through the use of the right colors:

  • The Coca-Cola logo stands out in its energizing shade of red, which has allowed the brand to become an internationally recognized icon. Red represents excitement, energy, and fun; the Coca-Cola logo vividly encapsulates that energy.
  • Facebook has made blue its signature color, which helps to create a tranquil yet trusty atmosphere among its users. Blue conveys a sense of reliability and security and elicits feelings of companionship and admission.
  • McDonald's clever combination of red and yellow presents a vivid contrast that awakens the senses. These two colors are often associated with appetite and lively, youthful energy and evoke a stimulating and welcoming atmosphere.
  • Starbucks' use of bright green instills a sense of sustainability and evokes a sense of relaxation. With this chosen hue, the coffee giant blends nature with its café atmosphere creating a stress-relieving environment for its customers.

How to develop an appealing brand color palette

Developing a balanced and visually appealing brand color scheme takes careful consideration and planning. We have the perfect formula to guide you if you want to create a harmonious and attractive palette. Follow these steps to craft a brand color scheme that truly resonates with your target audience:

Step 1: Select a Dominant Color

First, choose a dominant color that reflects your brand values and personality. This hue will be the most prominent in your palette and should also have emotional and symbolic resonance. Identify and understand the language of colors to find a shade that best expresses your brand.

Step 2: Add Supporting Colors

Once you've selected your primary color, pick supporting colors that complement and enhance the dominant color. Variety and depth can be added to your palette with shades, tints, and tones. Refer to the color wheel to identify analogous, complementary, or triadic color combinations.

Step 3: Balance Contrast and Legibility

Embed a good level of contrast to create legibility and visual impact. Thoughtfully pair light and dark colors to create a balanced composition. Contrast can be achieved through variations in hue, saturation, or value. Check the legibility and accessibility when applying the colors to different media.

Step 4: Assess for Coherence and Consistency

Verify that the colors are coherent and consistent when used across various brand elements. Ensure the colors interact nicely and reflect your brand's overall image and personality. To ensure continuity, consider applying the brand color scheme to your website, social media, packaging, and marketing materials.

Step 5: Choose Practicality and Adaptability

It's essential to have a highly recognizable and distinguishable color palette, but don't forget practicality and versatility. Your colors should work well in various contexts and be adaptive for multiple applications. This will ensure your brand evolves and can handle changes without altering the colors.

Step 6: Keep Refining and Iterating

Developing a brand color scheme or palette is an iterative process and requires constant tweaking and adjustment. Don't be afraid to experiment and evaluate the results with your audience. Keep iterating on the chosen hues until you get the desired impact and emotional connection.

Tips to Create the Perfect Brand Palette 

Now that you're equipped with color theory, psychology insights, some inspiring examples, and the steps to create a brand palette, you can review more ideas. Consider the following tips to ensure your color palette reflects your brand's personality and values.

  • Understand Your Target Audience
  • Thoroughly research your target audience's demographics, psychographics, and cultural background. Depending on the information obtained, select hues that could pique their interest and bring about the desired sentiment. 

    Your brand will surely capture their attention and draw them closer. Carefully consider the nuances of each color and the emotions they will elicit so that they evoke the appropriate reaction and you engage your audience on an unprecedented level.

  • Align with Your Brand's Personality
  • Yearn to establish a brand identity that reflects your core values, mission, and competitive advantages. Carefully choose colors that symbolize and fortify your brand's essence- dynamic or calm. Ensure that each choice of color is in line with your brand message. 

  • Consider Industry Norms and Competition
  • Analyzing the color choices of your competitors is an essential and complex step toward creating a unique but recognizable brand identity that resonates with your target audience. 

    Aim to balance creativity and familiarity when composing your color palette, for it is only with the perfect mixture that your brand will stand out in the industry.

  • Test and Gather Feedback
  • Test your sample color designs, and let your audience have their say. This repetitive method will help fine-tune and perfect your palette, ensuring it resonates with customers and reflects your brand's core value. Collecting information this way means you can confidently put your best foot forward and trust that people will like it.

  • Lay Emphasis on Emotional Response
  • Select colors that generate the intended emotional response from your audience. Different colors trigger distinct emotions, such as trust, calmness, and excitement. When selecting hues for your brand, consider their emotional connotations to achieve your desired message.

  • Be Consistent Across Platforms
  • Ensure consistency in your brand colors when using them on various platforms. This will help create a recognizable impression of your brand. Also, ensure your color palette suits well on all digital formats, such as website and social media, as well as packaging and print materials.

  • Test for Accessibility
  • Think ahead when it comes to accessibility. Test your selected colors for contrast and readability to ensure all audiences, including those with visual impairments, can interact with your brand.

  • Stay Timeless, but Evolve
  • Strive to combine timelessness with evolution. While traditional colors may be suitable for developing longevity for your brand, don't be afraid to adjust them according to changes in your market, audience preferences, and your brand's vision. Regular evaluation of your colors can keep your brand fresh and up to date.


    Selecting the perfect colors for your brand after thorough consideration and careful strategizing is essential. Some questions you must answer are: What resonates with your audience? What portrays your brand authentically? Understanding the target audience allows you to adequately align, test, and acquire feedback to develop your brand palette.

    You can achieve the perfect palette for your brand with the help of a skilled graphic designer. Combining market research, strategy, and graphic design will yield the best results. Beast Branding offers excellent graphic designing and printing services for brands across several industries. Visit our website today! 

    Back to blog