Brand colour palette design

Colour roles in a brand palette

Proportion matters as much as choice

Two brands can use the same colours and look quite different because they use them in different amounts. A palette that defines proportions, for example mostly neutral backgrounds with the lead colour used for headings and key actions and an accent used rarely, produces a recognisable pattern. Without proportions, people tend to use every colour equally, and materials look busy.

Showing proportions visually in the guidelines, as a bar or set of sample layouts, is the clearest way to communicate them.

Accessible colour

• Text contrast

  WCAG 2.2 asks for at least 4.5:1 for normal text and 3:1 for large text against the background.

• Interface and graphics

  Buttons, form borders and meaningful icons need at least 3:1 against adjacent colours.

• Not colour alone

  Information shown by colour, such as an error, should also be conveyed by text or an icon.

• Logos

  Text within a logo is exempt from contrast requirements, though legibility still matters.

Publishing approved colour pairs

Many brand palettes include lighter or brighter colours that look good as backgrounds or accents but cannot carry text. Rather than leaving each designer or developer to test combinations, the palette can include a simple matrix of approved text and background pairs, marked for normal text, large text only, or decorative use only. This one table prevents many accessibility problems on websites and documents.

Specifying colours for every medium

Why print and screen colours differ

Screens create colour with light, while print uses ink on paper, so some bright screen colours cannot be reproduced exactly in print. A good palette chooses colours that translate reasonably well, then specifies the closest print values separately rather than leaving printers to convert automatically. Checking a printed proof before large runs is the only reliable way to see the result on the actual paper.

How a palette is developed

1. 01

   Context

   Competitor colours, sector expectations and existing brand colours reviewed.

   Output: Colour landscape

2. 02

   Options

   A few palettes tested on real layouts, not only swatches.

   Output: Chosen direction

3. 03

   Accessibility check

   Text and interface pairs tested against contrast guidance.

   Output: Approved pairs

4. 04

   Specification

   Values defined for screen, print and other media; proportions set.

   Output: Palette specification

Standing out from competitors

Many sectors settle into similar colours: blues for finance and technology, greens for environmental and health businesses, and so on. Matching sector expectations can signal that a business belongs, while choosing a different lead colour can make it easier to spot among competitors. Laying out competitors' colours side by side before choosing helps make this a deliberate decision rather than an accident.

Claims that particular colours reliably trigger specific emotions are best treated with caution; context, culture and how the colour is used matter a great deal.

Light and dark backgrounds

Websites, apps and social platforms increasingly appear in dark mode, and printed items may use dark backgrounds too. A palette that only works on white can look harsh or disappear on dark surfaces. Defining which colours and logo versions are used on dark backgrounds, and checking their contrast there as well, keeps the brand consistent in both settings.