How do you pick a brand color palette? Start with your audience and what your brand should feel like, choose one main color, add one or two supporting colors and a few neutrals, then check that text stays readable (contrast) on every background. A good palette is small, consistent and accessible. This guide gives you a simple method, a real palette with measured contrast ratios and a checklist to document it.
The method in five lines
- Define the feeling your brand should give (trust, energy, calm, premium).
- Pick one main color, then one or two accents and neutrals.
- Use the 60-30-10 balance so no color fights for attention.
- Check contrast for text and buttons.
- Write it down as part of your brand guidelines.
Why color matters
People judge a brand quickly, and color is one of the first things they notice. Consistent colors make you recognizable across your website, logo, social posts and packaging. Colors can carry associations, but those vary by culture and context, so treat meanings as guidance, not rules. If you serve customers in several countries, check how your key colors are seen in those markets.
Step 1: start from your audience and industry
- Who are your customers and what do they expect from a brand like yours?
- What do your competitors use? You want to be recognizable and different, not identical.
- List three to five words for how the brand should feel.
Step 2: build the palette
| Role | Purpose | How many |
|---|---|---|
| Primary | The main brand color: logo, key buttons, highlights | 1 |
| Secondary / accent | Supporting colors for variety and emphasis | 1 to 2 |
| Neutrals | Backgrounds, text and borders (light and dark) | 2 to 4 |
| Status colors (optional) | Success, warning and error messages | As needed |
The 60-30-10 rule
A balanced design uses about 60% a dominant color (often a neutral background), 30% a secondary color and 10% an accent for calls to action. It keeps layouts calm and makes the important thing stand out.
Step 3: check contrast and accessibility
Text must be readable by everyone, including people with low vision. The Web Content Accessibility Guidelines (WCAG) set a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text and interface components. Test every text-and-background pair with a free contrast checker before you finalize colors.
A real palette with measured contrast
This is the palette used on the ExpertsGrow website. The ratios were calculated with the WCAG formula.
| Color | Hex | Used for |
|---|---|---|
| Ink | #17140F | Text, dark buttons |
| Cream | #F6F1E7 | Page background |
| Orange | #E8582C | Brand accent, highlights |
| Yellow | #F5C84B | Highlights, stickers |
| Forest green | #1E3A2B | Dark sections, footer |
| Text on background | Contrast ratio | Verdict |
|---|---|---|
| Ink on cream | 16.3 : 1 | Excellent for body text |
| Cream on forest green | 11.0 : 1 | Excellent |
| Yellow on forest green | 7.8 : 1 | Passes for text |
| Ink on orange | 5.1 : 1 | Passes for text and buttons |
| White on orange (#E8582C) | 3.6 : 1 | Large text and buttons only; not for small body text |
| Orange on cream | 3.2 : 1 | Large text and accents only |
The lesson: a bright brand color often cannot carry small white text. Use a darker shade of it for buttons with white text, or use dark text on the bright color.
Step 4: test in real use
- Check the palette on your logo, website, a social post and a printed item.
- View it on a phone, in bright light and in dark mode.
- Show it to a few customers and ask what feeling it gives.
Step 5: document it
Write the palette into a short brand guide: color names, hex values, which colors go with which, minimum contrast pairs and examples of correct and incorrect use. Our brand identity design service produces a full guide, and every ExpertsGrow website package includes a free logo (see logo design and the packages).
Common mistakes
- Too many colors, so nothing stands out.
- Low-contrast text that looks stylish but is hard to read.
- Copying a competitor’s colors exactly.
- Different colors on the website, social profiles and printed material.
- Choosing by personal taste instead of audience and context.
Frequently asked questions
How many colors should a brand have?
Usually one primary, one or two accents and a few neutrals. Fewer colors are easier to keep consistent.
Do color meanings really matter?
They give a starting point, but meanings differ across cultures. Consistency and contrast matter more than symbolism.
What is the best color for a small business?
There is no single best color. Choose by audience, industry and how well it works with your logo and accessibility needs.
How do I check contrast?
Use a free contrast checker and test each text and background pair against the 4.5:1 and 3:1 targets.
Can I change my brand colors later?
Yes, but it is easier and cheaper to choose carefully at the start, because logos, website and print all use them.
Need a palette and logo that work together?
Contact us about branding, read what a fair logo design price includes, or see our brand identity design service.
