Choose colors from your brand's personality, its audience and how you want to stand apart from competitors, not from personal taste alone. Set one primary color, two supporting colors and neutral shades, test them on screen and in print, and make sure the contrast between text and background keeps it easy to read.
Step by step
- 1
Start from the personality
Is the brand calm and trustworthy, bold and youthful, or premium? Write down three traits before you open a color palette.
- 2
Study the competitors
Collect your direct competitors' colors and look for a color space that sets you apart instead of repeating the market's color.
- 3
Mind what colors mean
The meaning of colors varies across cultures and sectors, so test the impression on a sample of your actual audience instead of relying on generic lists.
- 4
Design a complete palette
One primary color, two supporting colors, neutral shades for backgrounds and text, and a color for alerts and buttons when needed.
- 5
Test the contrast
The WCAG standard requires a contrast ratio of at least 4.5:1 between normal text and its background, and 3:1 for large text, so it reads easily.
- 6
Fix the color values
Record each color's values for screen and print, such as HEX, RGB and CMYK, in the brand guide so the color does not shift from one designer to the next.
Choosing a color because it is fashionable this year can make your identity look dated quickly. Choose what expresses the brand and will last for years.
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