How to Choose the Right Brand Color Palette

Colors speak volumes about your business. The brand color palette you create is how others will identify you, now and far into the future. A carefully chosen palette builds trust with your audience, strengthens your brand, and encourages visitors to take action. And with Squarespace Design Intelligence, you can experiment and test different color palettes directly on your website.

Read on to learn how to choose a color scheme that reflects the tone you want to convey and fits your business personality.

What is a brand color palette?

A brand color palette is the set of colors you choose to represent your business. These colors help people instantly recognize and connect with your brand. Think of your favorite business—their primary color likely comes to mind immediately.

For example, if someone asked you to imagine a shipping company whose primary color is brown, a specific brand would likely come to mind.

The elements of a brand color palette are:

• Primary color

• Secondary color

• Accent colors

Each color in your palette plays a specific role. Together, they create a cohesive and visually appealing brand identity.

With millions of color combinations possible, choosing the right ones for your brand is crucial. These colors should represent your brand's personality and resonate with the audience your brand is targeting. For example, a boutique spa will want to choose more neutral, calming colors than a boutique high-intensity fitness studio.

The purpose of color

Your primary color is your core color. Think of this like the baseline of your brand and visual identity. You’ll use it prominently on your website and your printed materials. 

Your secondary color supports your core color. The two work together to differentiate your brand from others. 

Accent colors add depth and visual interest. They help your brand's unique story resonate with your audience. They can highlight key elements, create contrast, and evoke specific emotions. The right accent color will give a richer and more unique brand experience. While not essential, they can enhance your overall design.

Why does a color palette matter?

In a crowded marketplace, a distinctive color palette helps you stand out and be remembered. Colors can evoke specific feelings and associations. Choosing colors that resonate with your ideal customer helps you attract and engage them.

A strong color palette:

• Establishes a memorable first impression

• Connects with your target audience

• Strengthens brand identity and recognition

For example, green is often associated with nature and sustainability, making it a popular choice for eco-conscious brands.

Using your colors consistently across your website, social media, and marketing materials reinforces your brand identity and builds familiarity. This leads to greater recognition and trust, ultimately driving sales and loyalty.

 A well-defined, consistent color palette:

• Creates a cohesive and consistent identity

• Differentiates your brand from competitors

• Builds trust with your audience

• Improves user experience

By choosing your colors strategically and using them consistently, you create a visually stunning brand that connects with your target audience and ultimately drives business growth. Now that you understand the importance of color, let’s start exploring what works best for your brand.

How to choose the right color palette

As you select the right color palette for your business, really consider how these colors will impact the way people perceive your brand. 

For example, shades of blue can convey authenticity, idealism, and integrity. Blue accents can emphasize honesty and dependability, or creativity and imagination. Blue can also create a calming effect.

Meanwhile, orange can be stimulating—a great accent color for generating excitement. It can work as a primary or secondary color to emphasize enthusiasm for your brand.

Violet can convey luxury or wisdom. Pink can be youthful and optimistic. Yellow boosts cheerfulness. When you combine colors, you can express just the right mix of impressions you’re trying to make. 

Follow these steps to develop the right color palette:

1. Define your brand personality and values.

2. Research color psychology.

3. Explore color palette inspiration from competitors, industry trends, and your environment.

4. Experiment with different color combinations using an image editor or Squarespace's color picker.

5. Test your color palette on different sections of your website.

See more tips for designing brand visuals

Color and emotions

When in doubt, think about what emotions you want people to associate with your brand. How do you want them to feel after visiting your site or interacting with you?

Here's a high-level guide to the feelings and associations evoked by different colors:

• Red: Energy, passion, urgency   

• Orange: Enthusiasm, creativity, warmth   

• Yellow: Happiness, optimism, warmth   

• Green: Nature, growth, harmony   

• Blue: Trust, peace, stability   

• Purple: Luxury, wisdom, creativity   

• Pink: Love, compassion, playfulness   

• Brown: Nature, security, comfort   

• Black: Power, elegance, sophistication   

• White: Purity, cleanliness, simplicity   

• Gray: Neutrality, balance, sophistication

For a more sophisticated, formal brand, avoid colors that might feel more like a fast food- or carnival-style business. Instead, go for a palette that reflects your brand’s professionalism.

Now if your brand is playful, embrace colors that reflect that. Don’t shy away from vibrant and bold combinations that capture your energy and personality. 

If you are choosing colors for the first time, start by finding one to three palettes that resonate with you and test them on your website. How does each one make you feel? You can always run the options by friends and ask them the same thing or take a break and come back to your choices. If the responses match what you want your target audience to feel, you're on the right track.

Color palette examples

The right color palette will be unique to you and your brand, but it can help to see how other people in your niche or industry have approached their choices. Here are some examples and guidance for common areas of expertise.

Marketing, consulting, and design

When your clients seek high-quality design, marketing, or consulting services, your brand's colors should reflect a premium experience. The Adri template has a color palette that conveys confidence, trustworthiness, and a commitment to excellence. 

Its modern and soft color tones convey both creativity and professionalism, subtly communicating domain expertise to potential clients.

Restaurant, hospitality, and catering

Restaurants and hospitality businesses need a welcoming color palette that entices customers to experience their unique offerings. The Hemlock template features a vibrant pop of color against a light background, creating an inviting energy that encourages visitors to explore the menu and make a reservation.

Photography, real estate, and professional services

For photographers, real estate agents, and professional service providers, a balanced color palette is essential. The Cailles template offers a neutral color scheme that complements visual content, allowing your work to take center stage while maintaining a professional and polished aesthetic.

Community, entertainment, and events

Websites for community events and entertainment venues should inspire engagement and participation. The Harbor template's color palette creates an approachable and inviting atmosphere, encouraging visitors to explore upcoming events and RSVP with ease.

Art, fashion, and home decor

When showcasing art, fashion, or home decor, your website's color palette should complement the visual elements. The Montclaire template features muted tones that create a gallery-like experience, allowing the artwork to shine while providing a comfortable browsing environment.

Health and fitness

Health and wellness businesses often benefit from a color palette that evokes tranquility and rejuvenation. With its calming blue shades, the Clune template creates a sense of calm and well-being, perfect for businesses offering self-care and wellness services.

Local businesses and ecommerce

Local businesses and ecommerce stores need a color palette that showcases their products and services effectively. The Hales template offers a clean and modern design with colors that complement the business’ photos. That mimics the soft, beautiful visuals while allowing the featured items and services to stand out and capture the visitor's attention.

If you haven’t yet found what you’re looking for, then look through more of Squarespace’s templates and try out their suggested color combinations. It’s a fun exercise, and it’ll help you start to narrow down your own professional color palettes. 

Best practices for choosing brand colors

As you explore different options, keep these best practices in mind to create a unique brand identity that builds trust, customers, and business growth. 

• Keep it simple. Avoid using too many colors. A good rule of thumb is the 60-30-10 rule: 60% primary color, 30% secondary color, 10% accent color.

• Stay consistent. Maintain the same colors across your website, social media, and marketing materials.

• Evoke emotion. Revisit the feelings you want people to associate with your brand. Choose colors that reflect that to create a memorable connection.

• Reflect your brand. Your colors should match your brand's personality and tone.

• Create visual harmony. Use complementary colors to achieve a balanced and appealing look. Try suggested combinations in your website editor if you’re unsure where to start.