Choosing the Right Colours for Your Brand

A good palette has a strategic role, but it also has to function across interfaces, printed materials and everyday content.

Start with context

Consider audience expectations, category conventions, competitors and the practical places where the brand will appear.

Primary, secondary and neutral colours should have clear roles, plus usable contrast combinations for text and interfaces.

A palette should be judged on packaging, social graphics, documents and screens—not only as isolated colour chips.

Use AI to improve speed and exploration while keeping strategy, accuracy, ethics and final creative judgement firmly human-led.

A good palette has a strategic role, but it also has to function across interfaces, printed materials and everyday content.

Consider audience expectations, category conventions, competitors and the practical places where the brand will appear.

Primary, secondary and neutral colours should have clear roles, plus usable contrast combinations for text and interfaces.

A palette should be judged on packaging, social graphics, documents and screens—not only as isolated colour chips.

Use AI to improve speed and exploration while keeping strategy, accuracy, ethics and final creative judgement firmly human-led.