Sometimes in the course of talking with clients – especially those who are redesigning their websites or rebranding – we get on the subject of brand colors. Which ones work best for a particular brand? How about a specific industry? Which colors best represent what you want to communicate? How do you even go about selecting them? There’s really no one way to do it, and with an almost unlimited number of options and combinations, it certainly can seem overwhelming.

A lot of it, frankly, is your own color aesthetic. That said, two things you shouldn’t do:

• • Choose too many colors (which can overwhelm a site visitor or someone looking at your marketing collateral)
  • Choose colors that don’t go well together. For example, choosing a lot bright colors can be not so good as they each compete for attention.

What’s the best process? Here are some suggestions from us. 

No. 1: Choose Your Brand’s Main Hue

Alright, let’s kick things off with your brand’s main color. This is the hue that’ll be front and center, shouting your brand’s personality from the rooftops. But how do you pick the perfect shade? It’s all about understanding the emotional impact of colors and finding the one that resonates with your brand’s vibe.

Let’s break down some popular colors and what they bring to the table:

• • Red: Oh, red. The color of passion, energy, and “look at me!” It’s perfect if you want your brand to exude confidence and excitement. Think Coca-Cola or Netflix – they’re not shy about grabbing attention1.
  • Crimson: A deeper, more sophisticated cousin of red. It whispers luxury and tradition, making it a go-to for brands that want to appear established and high-end.
  • Orange: Warm, friendly, and full of zest! Orange is like a cheerful hello, perfect for brands that want to appear approachable and energetic. Think Nickelodeon or Fanta – they’re all about fun and creativity2.
  • Yellow: Sunshine in a color! Yellow screams optimism and clarity. It’s great for brands that want to appear youthful and positive. Just look at how Snapchat uses it to radiate cheerfulness.
  • Brown: Ah, brown. It’s earthy, reliable, and yes, can be luxurious too! Think coffee, chocolate, and leather. UPS has owned this color, appearing dependable and strong.
  • Green: Nature’s favorite color. Green represents growth, health, and harmony. It’s a no-brainer for eco-friendly brands or those in the health and wellness space. Whole Foods, anyone?
  • Dark Evergreen: A more serious and sophisticated green. It speaks of tradition, wealth, and stability. Perfect for financial institutions or luxury brands with an outdoorsy twist.
  • Teal: The best of blue and green! Teal is creative, sophisticated, and calming. It’s unique enough to stand out while still feeling professional.
  • Blue: The color of trust and reliability. It’s no wonder so many tech and finance companies go blue. Facebook, Twitter, PayPal – they all want you to feel secure.
  • Pink: Traditionally associated with femininity, pink has evolved. Now it can represent anything from playfulness to luxury, depending on the shade. Just look at how T-Mobile owns their bold magenta!
  • Purple: Royalty, mystery, and creativity all rolled into one. Purple is for brands that want to appear unique and imaginative. Cadbury has cornered the market on purple chocolate!
  • Black: Sleek, modern, and powerful. Black is the go-to for luxury brands or those wanting to appear sophisticated. Think Apple or Nike – they know how to make black look good.

You don’t have to choose these specific colors. There are obviously thousands. But one thing you can do is to look up the emotional feeling of a particular color (using a HEX Code) and that can indicate quite a bit as you get started picking this main brand color.

No. 2: Create Your Color Palette

Now that you’ve got your main color, it’s time to build your palette. What you want to try to do here is make sure any colors of the palette work with your main brand color and with each other. Think: harmony. A few ways you can approach this:

• • Complementary Colors: These are opposite on the color wheel and create a high-contrast look. Blue and orange, anyone? It’s bold and eye-catching.
  • Analogous Colors: These are neighbors on the color wheel. Think blue, blue-green, and green. They create a harmonious, soothing look.
  • Triadic Colors: Evenly spaced on the color wheel, these create a vibrant, balanced look. Red, yellow, and blue is a classic example.
  • Tints and Shades: Want to keep it simple? Stick with various tints (lighter) and shades (darker) of your main color. It’s cohesive and elegant.

No 3: Consider Light and Dark Backgrounds: Make Your Brand Versatile

Here’s a pro tip: make sure your brand colors work on both light and dark backgrounds. You never know where your logo might end up! Test your colors on various backgrounds to ensure they pop no matter where they land.

For light backgrounds, darker or more saturated colors tend to work well. On dark backgrounds, lighter or brighter colors shine. And remember, contrast is key for readability! You should generally aim for a contrast of at least 4:1 with any background. You can run a contrast check here.

No 4: Industry Color Trends: What Works in Your Field?

Different industries tend to gravitate toward certain colors. That doesn’t mean you have to be the same way. But certainly, there are expectations in many industries for a color palette that’s appropriate. What we’ve done below is compile some different examples, maybe that you can use as a starting off point for colors used in different industries. We’ve provided an example main hue along with a corresponding color palette.

Service Industry

• • Primary Color: Blue (#1E90FF)
  • Palette: #1E90FF, #F0F8FF, #4169E1, #FFFFFF

Blue instills trust and reliability – exactly what you want in a service! Here’s what it can look like: