How to Create a Beautiful & Unique Color Palette for Your Brand

by | Jan 10, 2018

Color is one of the most basic visual elements that you can use to create powerful brand recognition with your customers, but creating a unique and beautiful color palette for your brand can be harder than it looks.

Color has the unique ability to communicate emotions, reference cultural symbolism, and help in creating balanced compositions, making it a critical component of your brand. While it can be tempting to just combine a few of your favorite colors together and call it a day, there are several things you should consider and do before taking this approach.

01. Consider your audience.

While it’s great to enjoy the colors you select for your brand, it’s more important that they appeal to your target audience. Think about what colors your audience will be drawn to first and foremost before making any decisions. Don’t just choose colors that you like personally or you could be leaving the very customers out that you are trying to reach!

Related Post: 5 Smart Tips for Branding Your Startup Business

02. Gather color palette inspiration.

Before creating your own color palette, look for examples and inspiration on different websites like Adobe Color,  Design Seeds or on Pinterest. Save your favorites to a folder on your computer or a board on your Pinterest account and identify common themes or colors.

03. Consider psychological associations.

Certain colors have hidden meanings and psychological undertones. That’s often why you see similar brands gravitate towards similar colors. Here are just a few examples of these kinds of associations you may not have known:

  • Red – power, energy, passion, danger, hunger
  • Blue – peace, trust, security, technology
  • Purple – royalty, mystery, wisdom, enlightenment
  • Green – nature, environment, health
  • Orange – energy, balance, warmth, enthusiasm
  • Yellow – joy, optimism, idealism, youth

04. Ensure your color palette is balanced.

Create a balanced palette by being mindful of different color properties like brightness, saturation and tone. For example, a bright primary blue can have a completely different effect and meaning than a subtle muted blue color. A balanced color palette means all of the colors are in harmony and not clashing with each other. Experiment with different tones and tints using a color palette generator tool like

Related Post: The Magic of Color in Graphic Design

05. Be aware of your competitor’s colors.

One of the worst things you can do is to create a color palette that is too similar to your competitors’. Do some research of similar brands in your space to ensure you have at least a few distinct colors from them and that you aren’t confusing potential customers into thinking that you are the same business.

Have a banging color palette you want to share? I’d love to see it in the comments. Or shoot me your questions on putting together just the right colors at K Design Co.

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Kristin Pruis

Brand Strategist & Design Consultant

I specialize in helping entrepreneurs and business owners bring their passions and dreams to life through branding strategy and design. While I have vast experience working with companies, agencies and organizations of all sizes, I especially enjoy working with female entrepreneurs and women-owned businesses. It’s my privilege to work alongside business owners as they launch, grow and maintain their business’ brands. I’d love to have the opportunity to help you with your needs as well whether that be branding, logo design, web design or something else. Let’s chat!

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  1. Brittany Marie

    This is awesome! Thank you for sharing how to work this out and your help in your free facebook as well! I really appreciate it! Thank you!

    • Kristin Pruis

      Hi Brittany! You are very welcome 🙂 I am glad you found this to be helpful!

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