top of page

How We Choose Colour Palettes

Choosing your brand's colour palette is no easy task. What makes it harder is that you are setting yourself up for a long time, if not life. If you think I'm being a bit drastic I challenge you to think of your favourite brands, it's more than likely certain colours come to mind. Still, having a hard time grasping this? Well think of brands like Coca-Cola and Pepsi, they have a particular shade of red and blue associated with each and if either of them mixed things up or even consistently adjusted the shades it would only confuse you, the consumer. Repetition adds to client loyalty because they know what they can expect and repetition comes from consistent branding.

So how does our team go about choosing colour palettes?

Start with fun...

There are several client exercises alongside this that allow us to narrow in on colours that not only speak to you but your brand as well. Like the Pinterest Exercise. If you've worked with me you've probably filled out a brand interview. While step one of this interview is questions that get you thinking and diving into your brand, part two is where you have a little fun on Pinterest. I ask everyone to create a board and just add whatever draws their attention, it doesn't have to be "on brand" or about the same/similar product or service but just images that make them feel good.

This activity dives deeper into your mind. We analyze these boards deeply and may even pick up on something that you aren't aware of. For example, I recently had a client who was surprised we added a shade of dirty rose to her palette. She was sure her palette would only be black, white and pastel green but LOVED the rose shade. Funny enough this was something we noticed that kept popping up in several random images she selected.

Colour Theory

Although the Pinterest activity is a great start it is not the end-all. The reason we provide our clients with three colour palette options is that not all colours work well together. We create combinations of colours that work well together based on colour theory. This is a major factor in choosing your palette. It's not a random selection but a collection that has been carefully thought out through research so that each shade compliments the other and they aren't fighting for attention.

Colour Associations

Last but certainly not least we need to consider colour associations. Certain colours have certain associations to them and although some have changed the way we see them (hello, pink becoming a neutral), others remain the same. Knowing and understanding your brand mission allows us to choose colours that will accentuate this.


Remember, these are just three aspects of choosing a colour palette for you to better understand how the process works. There are other factors and depending on your service or product there may be other activities and research we do to help you stand out of the crowd.

Now although I did mention your brand colours are to be with you for a long time, that doesn't mean you're not allowed to rebrand. Many brands, especially small businesses may start with branding that doesn't represent who they are or who they have become. If you're no longer proud of sharing your brand - it's time to think about rebranding and building one that will have longevity to it, while growing with you.

Want to learn more about your process? Book a complimentary consultation today.


bottom of page