Why Creating Your Brand Color Palette Is Important

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Simply put, colors are the visual foundation of your brand.

They communicate style and personality long before words ever do.

When clients first see your brand, your color palette communicates a layer of who you are and the style of work that you have to offer. 

While initially considering the color palette for your brand, it’s good to realize all of the platforms that your brand will be represented. For most of us, our brand exists on our websites, on social media, on product, in print, and it often extends to marketing collateral as well. With such a wide range of representation, we have to consider what our color palette will look like both in graphics and in photography, and online or in print. 

When choosing your colors, here’s three questions to consider: 

  1. Do these colors represent who I am?

    Your clients want to see who you are and what you are drawn to. Before ever speaking with them, your color palette can communicate your personality and set the tone for your client relationship.

  2. Do these colors communicate my style?

    Colors help communicate the key words in your brand. They give visual representation to your style and offer inspiration for your clients. When your color palette and your style meet in the middle, you are able to create a solid guide for filtering projects within your brand. 

  3. Are these colors cohesive?

    At the end of the day, you want to choose colors that not only represent you, but are also visually pleasing. Don’t be afraid to ask for help from a designer when considering shades of colors! You’re creating a long-term color palette, so don’t be discouraged if the first color palette that you create isn’t your favorites. It’s worth the time and energy to create a color palette that you love!


Once you have chosen your color palette, you have an established base for your brand. You have created a visual guide which makes it easier to further develop your brand! 

Lindsey Washington