How to Choose a Color Palette for Your Brand

A good brand palette is small, deliberate, and consistently applied — not an ever-growing collection of colors that happened to look nice individually.

Start With One Primary Color

Choose one color that represents your brand's personality — this becomes the anchor everything else is built around.

Add a Neutral Base

Grays, off-whites, or muted tones provide the backdrop most of your content sits on, letting your primary color stand out when used.

Add One or Two Accent Colors

A distinct accent for calls to action and highlights, used sparingly, keeps important elements visually distinct from the rest of the page.

Test for Accessibility

Confirm your chosen combinations meet accessible contrast standards before finalizing — a beautiful palette that's hard to read fails its basic job.

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