Choosing brand colours: a palette that fits your business

Colours shape the first impression of a brand presence. They help to order content and make it recognisable. But which colour is right for your business? There is no universal answer. What matters is that the palette fits the brand and works in practice.

Do not decide on colour psychology alone

Blue is often associated with trust and green with nature or sustainability. Such associations can provide orientation, but they are not universal. Target group, culture, combinations and the concrete use change the effect. So do not choose colours exclusively based on simplified lists of meanings.

1. Describe the desired effect

Note down three terms that should characterise your brand, for example “clear”, “friendly” and “technical”. Then compare different palettes and ask yourself which one best supports this effect.

2. Start with a primary colour

The primary colour is the visual anchor. You do not have to use it on every surface. It often looks stronger when it is used deliberately for important elements.

3. Add accent and neutral colours

Add one or two accent colours and neutral tones for areas, lines and text. Define the function of each colour. A clear hierarchy makes later design decisions easier.

4. Check contrast

A colour palette must not only look good, it must allow readable content. Check the contrast of text on backgrounds and of important interface elements. For digital text, orient yourself on the applicable WCAG contrast requirements. The concrete assessment depends, among other things, on text size and use.

5. Test colours in real applications

Use your palette to build an example website section, a social media post and a presentation slide. Does the colour hierarchy work everywhere? Does the palette look just as convincing on a smartphone? Adjust it before you create numerous templates.

6. Document colour values in a binding way

For digital uses, HEX values are especially practical. Depending on the use, RGB or suitable print colour specifications may be added. Keep the values together so that all materials stay consistent.

7. Allow a flexible palette

A fixed colour system is not a rigid corset. For campaigns or special promotions, additional tones can make sense. What matters is that the brand remains clearly recognisable.

Example of a simple colour structure

• Primary colour: logo, selected headlines or important elements.
• Accent colour: sparing highlights and calls to action.
• Light neutral tone: backgrounds and generous areas.
• Dark neutral tone: body text and high-contrast elements.

The exact distribution depends on the design – the structure is a starting point, not a rigid rule.

Conclusion

Good brand colours are fitting, readable and consistently applicable. Before you design a lot, document your palette and test it in real media. If you manage colours and other brand elements centrally, new designs stay on track more easily. In Grafikbuddy you can see right away, for every brand colour, whether white or black text on it reaches the WCAG contrast levels AA or AAA.