In this blog we explain what a brand colour palette is, why you should have one for your creative business and how you can easily create one!

What is a brand colour palette?


A brand colour palette is a small set of colours that represent your brand personality.

It’s the way others perceive what your identity is all about. They say first impressions count – this is especially true when it comes to your brand since your brand colour is likely to be the first thing customers see.

Why should I have a brand colour palette?

Colours play an important role in delivering the message and idea behind your brand.

Up to 85% of consumers believe colour is the biggest motivator when choosing a particular product, while 92% acknowledge visual appearance is the most persuasive marketing factor overall.

According to neuroscientist Antonio Damasio, how consumers feel about a brand has more pull than what they think about a brand.

Colours elicit emotions and feelings, plus they convey certain information. This enables customers to form an initial impression without even knowing what your product is about. Brand colours are powerful in helping customers decide whether or not they want to engage.

Here are some places where your brand colours can be used:

  • Logo
  • Website and emails
  • Social media
  • Advertising
  • Instore
  • Stationery
  • Events

Understanding the psychology of colour

We believe as artists and creatives you probably have a very good grasp on the impact of colour!  Whilst we believe you should have an understanding of the psychology of colour, you are probably far more attuned to this than others who are starting their business and looking at branding.

Customers who like your painting style and colour palette are instantly going to be attracted to colours that compliment your work.

Here is what the experts say about the psychology of colour:

Creating your own palette

First up, identify what your brand is about, as having a clear idea of what your brand’s goals are and how you want your target audience to feel will help hone the best colours to choose for your brand.

Create a list of words that best represents your brand:

What is the main value that your brand provides?

How do you expect your customers to react to the brand?

What emotion does the brand evoke in you?

Look at competitors and see how they are using colour branding. 

How to create your own colour palette

Now that you know a thing or two about colours and emotions, it’s time to apply what you’ve learned by playing around with online colour palette tools!

We find the Coolors site an invaluable tool when helping others create their brand palette.

It offers a wide variety of tools for adjusting the palette just the way you want it. In addition, you can export your final creation in many different formats so you can use it virtually wherever you want!

You can choose the number of colours you would like in your palette and then click through complimentary colours to the ones you like the most.  You can lock/unlock the colours you like then use the space bar to generate other complimentary suggestions.  Happy with a palette?  Just save it and export to your computer.  You can shortlist a whole load of palettes then choose your favourite.

Don’t want to choose your own?  No problem.  Coolors gives you a ton of premade suggestions for you to choose from – you can even edit these if you want to change or tweak one of more of the colours.

How many colours should I have in my palette?

There are no hard and fast rules here but most brand colour schemes have been one and four main colours.

Your base colour should reflect your brand personality’s most dominant trait.

Your accent colours would be the one you use most after your base colour. 

If you have bold colours in your palette it often works to have a slightly lighter or darker version of this colour too.  This makes great gradients so your colours aren’t always flat.

Your neutral colour with most likely be a background colour chosen to avoid attention.  

Here is our brand colour palette.  Blue is our base colour and if you look across our website you will see the first three colours are used throughout.  We have an additional to add gradient to the darker pink and the white is a neutral colour.  We wanted white as our neutral to showcase your artwork on a pure and clean background.


Hex codes

A computer can display millions of different colours, and remembering the names of every single one of them is impossible.  Instead we can use hex codes to identify a colour.  Every colour has a unique code which is a series of numbers/letters.

HEX stands for Hexadecimal Numeral System.  One you have chosen your brand colours and have the hex codes you can replicate that colour anywhere.

Often artists send us their HEX codes for creating personalised text on their products or a logo.

We hope you have fun exploring colours and creating your own colour palette!
We do offer a service of creating a brand colour palette with you should you prefer.

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