3 Easy Steps to Picking Your Brand Colors

Color is one of the strongest tools in branding. The right palette makes your business stand out, sets the mood for your brand, and helps people remember you. But with so many shades to choose from, picking the right colors can feel overwhelming.

Brand strategist Josh Martin suggests a simple three-step process. By starting with a neutral foundation, adding main brand colors, and finishing with a call-to-action shade, you can create a palette that works across your website, social media, and marketing materials.

Why Brand Colors Matter

Colors influence how people feel and act. A bright red logo can spark energy, while a soft blue background may build trust. Customers often form impressions within seconds, and color plays a big role in that first reaction.

Consistency is also key. When customers see the same shades across your website, ads, packaging, and social channels, they begin to connect those colors with your brand. Over time, colors become part of your identity, just like your logo or tagline.

Colors also affect behavior. A carefully chosen call-to-action color can guide visitors to click a button, sign up for a service, or complete a purchase. That is why following a structured process for choosing colors is so important.

Step One: Start with a Neutral Base

Every brand palette needs a strong foundation, and neutral colors provide that base. Neutrals balance brighter shades and give your design a professional, consistent feel.

Neutral options include black, white, gray, beige, brown, and gold. Warm neutrals such as tan, cream, and gold create a friendly, energetic impression. Cool neutrals like white, silver, and light gray feel modern and calming.

Think about your audience and the mood you want to create. A tech company may choose clean cool tones to signal innovation, while a local coffee shop may prefer warm neutrals to feel cozy and welcoming.

Without a neutral base, a palette can feel cluttered. With one or two chosen neutrals, your main colors stand out while still feeling balanced.

Step Two: Add Your Main Colors

After setting a neutral foundation, it is time to add the colors that express your brand’s personality. These usually include two main shades that define your look and capture attention.

Choose colors that reflect the emotions you want your audience to feel. Cool shades like blue and green are linked to calmness, trust, and reliability. Warm shades such as red, orange, and yellow bring energy, passion, and excitement.

Look for inspiration in your environment. Photos of nature, cityscapes, or even product materials can spark ideas. Tools like Spark can even extract colors from images, giving you ready-to-use hex codes.

Test how your main colors work with your neutrals. For example, a bold red looks different when paired with white than when paired with beige. The right combination will feel natural and aligned with your brand message.

Step Three: Choose a Call-to-Action Color

The final step is picking a color for calls to action. This is the shade used for buttons, links, or important highlights. Its purpose is to grab attention and encourage people to take the next step, whether that means booking a service, signing up for an email list, or making a purchase.

Your call-to-action color should stand out but still fit your palette. A good method is to choose a contrasting shade from the opposite side of the color wheel. Blue palettes often pair well with orange accents, while green palettes may work with red or pink accents.

Use your call-to-action shade consistently. Repetition trains your audience to recognize the color as a signal for action. When used correctly, this increases engagement and improves conversions.

Building a Cohesive Palette

By combining neutrals, main colors, and a call-to-action shade, you can build a complete palette that communicates your identity. Together, these colors provide consistency across digital and print platforms, from websites and social media to signage and packaging.

Consistency builds trust. When customers see the same colors across every interaction, they are reminded of your brand and what it represents. That makes your business more recognizable and memorable.

At THL, we help businesses use this process to create palettes that reflect their personality and support long-term brand strategy. While color may feel like a small detail, it is one of the most visible elements of a brand.

Common Mistakes to Avoid

Even with a clear process, it is easy to make mistakes when choosing brand colors. Some of the most common include:

Choosing too many colors. A cluttered palette feels unprofessional and inconsistent. Focus on a few core shades and use variations sparingly.

Ignoring contrast. Text must be easy to read against backgrounds. Without proper contrast, websites and graphics become difficult for users, especially those with vision challenges.

Following trends without purpose. Bright neon shades or muted pastels may be popular now, but trends change quickly. Your colors should reflect your brand values and last for years.

Avoiding these mistakes ensures your palette is both practical and timeless.

Why Your Brand Colors Are Worth the Effort

Choosing the right colors may take time, but the payoff is worth it. Your palette influences how customers perceive you, how they engage with your brand, and how likely they are to remember you.

Source: Adobe Spark
Author: Janie Smith