Graphic Design
Decision Criteria for Selecting Brand Colours
We build colour palettes as part of every brand identity we design. This guide is for business owners choosing new brand colours or reviewing old ones. It covers the criteria that matter, how to build a palette and how to record exact colour values. Use it before you approve any palette, so your colours work everywhere your brand appears.
The criteria that matter when choosing colours
Brand colours need to look good, but they also need to work hard. They should suit your audience, stand apart from competitors and stay readable. Personal preference is only one factor. Judge each option against these criteria.
- Fit: does the colour suit your industry, audience and personality?
- Difference: does it help you stand out from the competitors customers compare you with?
- Readability: does text stay clear on it and against it?
- Flexibility: does it work on screens, print, signage and vehicles?
- Longevity: will it still feel right in five years?
Look at competitor colours side by side before you choose. Many industries cluster around the same few colours. A distinct colour helps customers remember you.
How to build a brand colour palette
A palette gives you enough colours for every use without losing consistency. Most small businesses need a primary colour, a secondary colour and neutrals. Each colour should have a clear job. Build your palette in this order.
- Choose one primary colour that customers will associate with your brand.
- Add one or two secondary colours that support it.
- Choose neutral colours, such as dark grey and off-white, for text and backgrounds.
- Add an accent colour for buttons and calls to action.
- Test text and background combinations for contrast.
Accessibility guidelines recommend a contrast ratio of at least 4.5 to 1 for normal body text. Free contrast checkers test any pair of colours. Our guide to choosing a brand typeface covers how fonts and colours work together.
How to record colour values
Colours look different on screens and in print unless you record exact values. Each format serves a different purpose. Your brand guidelines should list every format for every colour. Record these values.
- HEX codes for websites and digital design.
- RGB values for screens, presentations and video.
- CMYK values for printed materials.
- Pantone references for consistent printing on signage, merchandise and packaging.
Ask your printer for a proof before large print runs. Paper and finishes change how colours appear. Our design and print service checks colours before every job.
Brand colour checklist
Use this checklist before you approve your brand colours. Each item helps your palette stay consistent and readable. Keep the final values in your brand guidelines.
- Primary colour chosen for fit and difference
- Secondary, neutral and accent colours added
- Competitor colours compared side by side
- Text contrast tested on every main combination
- HEX, RGB, CMYK and Pantone values recorded
- Print proof checked before large runs
Good to know
Brand colour FAQs
How many brand colours should a business have?+
Most small businesses need one primary colour, one or two secondary colours and neutrals. Too many colours make materials look inconsistent. An accent colour for buttons helps on websites. Keep the full palette to around five colours.
Do colours have fixed meanings?+
Colours carry common associations, but meanings vary by culture and context. Blue often suggests trust, and green often suggests nature or growth. Context, design and your wider brand matter more than any single meaning. Choose colours that fit your audience and stand out from competitors.
Why do my colours look different in print?+
Screens display colour with light, while print uses ink on paper. Some bright screen colours cannot be matched exactly in standard print. CMYK values and Pantone references help printers get close. Always check a printed proof before a large order.
Keep your colour values in your brand guidelines and share them with every supplier. Check new materials against them before they go out. So you can show the same recognisable colours everywhere your brand appears.
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