I’m testing out a new series: a monthly color palette! 

This one is a bit brighter than I normally tend to, but hey…I must be excited for summer :)

Lately I’ve been getting a lot of requests from logo design clients to also create a custom color palette so I thought this would not only be fun, but a great way for you to get inspired and swipe ideas. 

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How to design your brand color palette so people fall in love with your content

When designing your brand color palette you have one goal:

Select a limited set of colors that support your brand-building content.  

Okay, but what does this mean? 

It’s my strong belief that a style-driven brand is built on the content, curation and presentation of what it shares with it’s audience. 

Many people get confused by this and think that their logo, colors and fonts are what establish their brand identity. And that may be true for some businesses. But for you, in a style-driven biz that’s not necessarily the case.

Let’s take a company that sells a computer chip to apple for example. Their success doesn’t rely on being in the public eye and connecting with their end-users in a way that excites them visually. So, for them, a logo and some random colors will suffice to establish their visual identity.

That’s very different from an indie fashion label who is selling their collections online directly to their customers. For them, establishing their brand will be all about showcasing their collections and their unique style season after season. 

It’s the same for you in any style-driven business, whether you’re a blogger, a designer or a stylist.

Your brand assets (your logo, colors and fonts) will only hold value and resonate with your people AFTER you’ve established your unique style-POV through your brand-building content.

So, what is your brand-building content anyways? 

Simply put, it is the visual content that you share with the world that makes people say, “Oh! I love their style.”

If you’re a product based business, it’s the beautiful goods you sell. If you’re a design studio, it’s your gorgeous design work. And if you’re a style blogger, it’s the content and photography you share with your audience. 

(I could totally go off on a tangent here about how to choose, create and curate this valuable content in a way that makes people fall in love – but that’s for another post.)

The main point is, this brand-building content should stand out above all else. Not your brand assets (logo, colors, etc.).

So, what does this mean for your color palette? It means you have two rules to follow when choosing your brand color palette: 


Limited yourself to 2-3 colors (including black). 

The point here is to keep it minimal. There’s no reason for you to have four or five colors as part of your core-palette. Anything more than 3 will be too busy and it will confuse your audience. 

And yes, this does include black. Black and white is a color palette people. It’s probably the most timeless and possibly my favorite palette around. In fact, there is an entire (albeit, unfortunate) retail chain that build their whole identity on just black and white clothing.

If you’re on-board, Pin this…

black and white brand color palette

If you know you want something more than black and white – I understand. As a general rule choose one dark (black or another dark hue like navy, brown, etc.) and a light color. If you’re satisfied with that, stick with it. If you feel the need to add in another color – go for something in a light to middle tone. 

RULE 2. 

Keep your color palette NEUTRAL. 

When it comes to choosing your specific colors, the point here is to choose colors do not to detract attention away from (or clash with it) your content.

That’s why I highly recommend going with a neutral color palette for your core-brand colors.

For those of you thinking I’m a total bore – don’t sweat it. This rule doesn’t apply to limited-edition campaigns and collections, but I don’t have time for that here (more on that another day!).

So, what if you had your heart set on orange? 

Well…for one, I’m sorry. And for two, you have a few options. You can still have the orange hue in your color palette – but just not in it’s full and vibrant form. You have three choices for what to do with your orange to make it work so that it supports your brand: desaturate it, lighten it, or darken it. Any of these three options will take you into the neutral family you need to be in. 

Here’s an example: 


As with any rules, there is however always the exception. If your entire brand identity is built on a specific color – like the color pink for example. Then by all means, please feature that in your color palette. But for 90% of people, this isn’t the case. 

The rules in action: 

Two of my favorite clients just relaunched their super stylish design blog: Design Chic. For this project we did a custom website design and a brand refresh. The goal was to simplify their site to attract attention to all the right places and to elevate their their site design to be more in-line with current relevant trends. 

They had done an amazing job building their business with an older version of their site, but their old site wasn’t equipped to take them to the next level in their biz. They were ready to increase their income potential, streamline their design and show their audience that they truly are an authority when it comes to style.

For their color palette we went with classic black, white and gold. It complements their content perfectly and allows their unique style to shine. 

Check it out: 

Color palette for custom website design

Are you working on your brand color palette right now?

I’d love to help! Email me what you need help with and I’ll give you my advice on how to perfect it so that you can start establishing your unique POV in your industry.