What Is a Brand Colour Palette and How Do I Build One?

A brand colour palette is the set of colours your business uses consistently across its logo, website, packaging, and marketing. To build one, choose a primary colour, add supporting and neutral colours, and record exact colour codes.

Consistent colour makes a brand recognisable at a glance. A defined palette also saves time, because designers and partners know exactly which colours to use.

What Does a Brand Colour Palette Include?

Most palettes use a small, structured set of colours.

A typical palette has:

• One or two primary colours that represent the brand
• Secondary colours that support the primary colours
• An accent colour for buttons and highlights
• Neutral colours such as white, grey, and black
• Exact codes in HEX, RGB, CMYK, and Pantone where needed
• Rules for how and where each colour is used

How Do You Build One?

Follow a simple step-by-step process.

Steps include:

• Start with your brand personality and audience
• Think about what colours mean to your customers, since meaning can vary by culture
• Look at competitors so you can stand out
• Choose a main colour, then build around it with a tool such as Adobe Color or Coolors
• Follow the 60-30-10 rule: 60% dominant, 30% secondary, 10% accent
• Test the colours on your logo, website, and print materials

What Should You Check Before Finalising?

Practical checks prevent problems later.

Make sure you:

• Check contrast so text is easy to read, aiming for WCAG ratio of at least 4.5:1 for body text
• View colours on different screens and in print
• Ensure the logo works on light and dark backgrounds
• Limit the palette to a manageable number of colours
• Document everything in a simple brand guide

Conclusion

A good colour palette makes your brand consistent and memorable. Keep it simple, document the exact codes, and test it everywhere your brand appears.