How To Choose A Color Palette For Your Brand

When starting to define your visual brand, I recommend starting with color! Color can evoke emotion and reflect your brand values. If used incorrectly, it can leave your audience feeling confused and uninterested.

Color is also the #1 way to create brand recognition. I recommend using your colors everywhere, even in Instagram stories and reels.

Where do I start?

If you have no clue where to start when it comes to choosing brand colors, or if you aren’t sure your current brand colors are working, ask yourself these questions:

  • What are your core brand values?
  • How do you want to make people feel?
  • What parts of your personality do you want to bring into your business?

I have great news … there’s a color for that!

Below I have included a few common brand colors and what they may represent!

  • Red is a passionate color. It grabs attention and signals that something is important or urgent. It should be used intentionally so not to overwhelm an audience.
  • Orange is an energetic color that inspires creativity. It commands attention without being overpowering.
  • Yellow is an optimistic color used a lot in marketing. It can provide your audience with a warm and comforting feeling.
  • Green represents is a healing, natural color. It is often associated with wellness and wealth.
  • Blue is a calm, professional color. It conveys the fact that you know what you’re talking about, and it helps people feel secure.
  • Purple is a wise and spiritual color. It conveys authenticity and sensitivity. 

Choose one color that feels the most aligned with your business.

Which one of those colors feels the most relatable to you and your business? Even if it’s not perfect, pick one for the sake of the exercise.

Let’s say you picked orange as your primary brand color. You want to come up with 4-5 brand colors to use consistently … so which colors go with orange?

Here are some best practices to follow when pairing colors.

Don’t pick two colors whose energy is too similar.

For example, orange is already a fairly intense color. I wouldn’t recommend also using red … unless it was an accent color and used minimally. 

Pay attention to contrast.

If you are using mostly darker colors, choose a lighter color that will contrast well, especially when it comes to text. When I create designs with text, I either layer white text over a dark color or layer dark text over white. 

Pick from both sides of the color wheel.

If you know the color wheel, you know that red, orange, and yellow are “warm” colors, while green, blue and purple are “cool” colors.

If you are gravitating toward cooler colors, find a warm color to add to your palette that will bring in some balance.

Keep in mind…

There are many brands that follow these rules. There are many other brands who successfully and skillfully break these rules! This is just a guide.

Want more support?

If you still aren’t sure where to start, or if you want me to take a look at your existing brand palette, book a brand intensive with me! A brand intensive is a 45-minute touchpoint via Zoom where I can answer any and all questions you have about your brand. Nothing is off limits.

Many brand designers charge thousands for a logo and a color palette their client will have no idea how to use. The best part about our intensives is the price – our intensives are just $119. After our call, you will receive a personalized brand guide showing you exactly how to implement the steps we talked about.

Book your brand intensive here. If you have questions, email me at or send me a message on Instagram.

– M

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