How do you choose a color palette for your client's brand?

1 Understand the brand

Before you start picking colors, you need to understand the brand's vision, values, personality, and target audience. These factors will influence the tone, emotion, and impression that the color palette should evoke. For example, a brand that wants to communicate trust, professionalism, and reliability might opt for a blue-based palette, while a brand that wants to express fun, creativity, and innovation might prefer a more vibrant and diverse palette.

2 Choose a color model

A color model is a system that defines how colors are represented and organized. The most common color models for commercial design are RGB (red, green, blue), CMYK (cyan, magenta, yellow, black), and HSB (hue, saturation, brightness). RGB is used for digital media, such as web design and screen displays. CMYK is used for print media, such as flyers, brochures, and packaging. HSB is used for creating and adjusting colors based on their attributes. You should choose the color model that suits the medium and purpose of your client's brand.

3 Use a color wheel

A color wheel is a circular diagram that shows the relationships and contrasts between colors. It can help you select a color scheme that is balanced, harmonious, and appealing. There are different types of color schemes, such as monochromatic, analogous, complementary, triadic, and tetradic. Each one has its own advantages and disadvantages, depending on the effect you want to achieve. For example, a monochromatic scheme uses different shades and tints of one color, creating a simple and elegant look. A complementary scheme uses two colors that are opposite on the color wheel, creating a dynamic and striking contrast.

4 Apply the 60-30-10 rule

The 60-30-10 rule is a guideline that helps you distribute the colors in your palette proportionally. It suggests that you use 60% of the dominant color, 30% of the secondary color, and 10% of the accent color. The dominant color is the main background color that sets the tone and mood of the brand. The secondary color is the supporting color that creates contrast and interest. The accent color is the highlight color that draws attention and adds personality. By following this rule, you can create a balanced and cohesive color palette that enhances your client's brand identity.

5 Test and refine the color palette

The final step is to test and refine the color palette to ensure that it works well in different contexts and situations. You should check how the colors look on different devices, screens, and print materials. You should also consider how the colors affect the readability, accessibility, and usability of the brand elements, such as logos, fonts, icons, and images. You should also solicit feedback from your client and potential customers to see how they perceive and respond to the color palette. Based on the results, you can make adjustments and improvements to the color palette until you achieve the desired outcome.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?