Choosing a Color Palette to Reflect Your Brand

If you company is looking for a specific color palette to reflect your brand, you’ve come to the right place! Color plays a crucial role in branding and visual marketing, and it’s important to get it right.

Color Palette Tools

There are many great online tools that can help you select your color palette—at no charge. Here are a few tools that may help you get started:

 Adobe Kuler

Sign up for a free Adobe account, and you’ll have access to a large database of color palettes, or you can use Kuler to design your own. Select a base color using the tools, and it will show you different color combinations. You can also upload an image that you like and grab specific colors from the image.

 The Color Wizard

The Color Wizard on Colors of the Web is similar to Adobe Kuler. Submit your own base color, and the tool will automatically return matching colors for the one you selected. It also has a randomize function that lets you generate color schemes you might not have thought of on your own.


Paletton is also very similar to the other tools. It has an easy-to-use feature where you can fine-tune the hue, saturation, brightness and contrast of your colors. Play around with each tool to decide which one you like best.

 Understanding Colors in Marketing

Of course, selecting your base color can be quite difficult and may take a professional graphic designer’s eye. And choosing your company’s color scheme should be more than what “looks good” to you. You need to employ certain strategies and psychologies that are behind each color. Here’s a great article about the latest research on the psychology of color in marketing and branding.

 Color Tips

  • Choose three main colors, to keep the design simple.
  • Try to stick to the 60-30-10 rule. 60% of your design should be a color that compliments your main colors (often a neutral). Use 30% as your main color, and 10% as your secondary, or accent, color.
  • Use the same color palette on all marketing items. This will help you look professional and will help lead to brand recognition.
  • Make sure the colors in your photos, graphics and images match your color palette.

Contact GREENCREST for more insight on brand development and design.