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Exploring Color Palettes and Finding Inspiration for Branding

May 22, 2023
clover creek learning centre's brand color palette

Color plays a vital role in branding. It has the power to evoke emotions, create memorable experiences, and communicate a brand’s personality. Selecting the right color palette is crucial for establishing a strong brand identity and connecting with target audiences. In this blog post, we’ll dive into the world of color palettes and discover various sources of inspiration for creating impactful brands.

Why is choosing the right color palette so important?

Choosing the right color palette is crucial for establishing a strong brand identity for several reasons. One major reason is visual recognition. Consistency in color usage helps consumers associate specific colors with your brand. When customers see your brand’s colors consistently across various touchpoints, such as your logo, website, packaging, and marketing materials, it reinforces your brand’s identity and makes it easily recognizable. It allows customers to develop a sense of familiarity and reliability with your brand which will go a long way in building brand loyalty and trust.

Colors can communicate specific brand values and messages. For example, eco-friendly brands often use earthy tones to convey their commitment to sustainability, while luxury brands may use rich, sophisticated colors to convey elegance and exclusivity. By selecting colors that align with your brand’s values, you can effectively communicate your brand’s personality, positioning, and core messaging to your target audience.

Another reason it’s crucial to select the right color palette is it’ll give your audience an emotional connection. Colors have the power to evoke emotions and create a specific mood or atmosphere. By carefully selecting colors that align with your brand’s personality, values, and target audience, you can establish an emotional connection with your customers. For example, warm and vibrant colors may evoke excitement and energy, while cool and calming colors may evoke a sense of trust and relaxation. When customers resonate with the emotions your brand evokes, it enhances their connection and loyalty to your brand.

How do I create a color palette for my brand?

Before delving into color palettes, it’s important to understand color psychology. Color psychology is the study of how different colors impact human emotions, behaviors, and perceptions. Colors have the ability to evoke powerful psychological responses and can influence our mood, perceptions, and even purchasing decisions. Understanding color psychology can be a valuable tool in crafting effective branding strategies, marketing campaigns, and overall brand experiences.

Here are some key insights into color psychology and how different colors are commonly perceived:

  1. Red: Red is often associated with energy, passion, and excitement. It can create a sense of urgency and stimulate appetite, making it a popular choice for food and beverage brands. It’s usually a good idea to pair red with another color and not use it excessively, to prevent the association of danger or aggression. Check out how we incorporated red in the branding of The Property Brokers, a local realty firm. We paired the attention-grabbing aspect of red with the authoritative appeal of black. The contrasting nature of these colors creates a sense of dynamism, professionalism, and energy while projecting the image of trust and reliability.
  2. Black: I know, I know… Black isn’t technically a color. However, it does function like a color in that it can evoke strong feelings. It can be associated with power & authority, mystery & intrigue, or formality & professionalism. The shade also provides a strong contrast against other colors, allowing for a visually striking and clean aesthetic. The color palette created for Long Live Tattoos conveys a sense of edgy sophistication and reliability, positioning the brand as a trusted authority in the tattoo industry. The use of black exudes a timeless and classic appeal, reflecting the brand’s commitment to providing high-quality products that enhance and preserve the beauty of tattoos. With its bold and powerful presence, the black branding captures attention, instills confidence, and establishes Long Live Tattoos as the go-to choice for tattoo aftercare among tattoo enthusiasts and professionals alike.
  3. Blue: Blue is known for its calming and soothing effects. It conveys trust, reliability, and professionalism, which makes it a popular choice for financial institutions, healthcare organizations, and technology companies. Darker shades of blue can evoke a sense of authority, while lighter shades create a sense of tranquility and peace. Light blue is often linked to emotional well-being and mental clarity. It’s obvious why we chose to go with a light blue as the primary color for Pembina Counselling Centre.
  4. Yellow: Yellow is often associated with happiness, optimism, and creativity. It can grab attention and convey a friendly, cheerful vibe. Many brands use yellow to evoke positive emotions and draw attention to their products or services. The shade of yellow will also play a major role in determining the messaging. A bright and vibrant yellow can have associations with caution and warning, while a softer, more muted tone can be associated with serenity. It’s important to consider these things to ensure the color aligns with the intended message and context.
  5. Green: Green has a variety of different associations from nature and environmental consciousness to health and wellness. It’s also strongly associated with relaxation, prosperity, balance, and freshness. It’s commonly used by brands in the health, finance, organic, and sustainable industries.
  6. Orange: Another great option for realty. Orange is a vibrant color that combines the energy of red with the friendliness of yellow. It represents enthusiasm, creativity, and approachability. Orange is often used to create a sense of excitement or to grab attention. When re-branding for the longstanding brand, Choice Realty, the notable “Choice Orange” was preserved for a good reason. Their ‘For Sale’ signs command attention, catching the eye of potential buyers and generating curiosity.

Exploring Colour Harmonies

Color harmonies are combinations of colors that work well together. They create a visually pleasing and cohesive aesthetic. Some popular color harmonies include complementary, analogous, and triadic. We’ll explore these harmonies in detail, providing examples and insights on how to effectively utilize them in your branding.

Complementary Harmony:

  • Complementary colors are positioned opposite each other on the color wheel, such as blue and orange or red and green.
  • Utilizing complementary colors in branding creates high contrast and visual impact, making elements stand out.
  • It’s often used to create attention-grabbing logos or to highlight key elements in marketing materials.
Complementary color palette

Complementary colors

Analogous Harmony:

  • Analogous colors are adjacent to each other on the color wheel, such as blue, blue-green, and green.
  • Using analogous colors in branding creates a harmonious and cohesive look.
  • It’s ideal for creating a sense of unity and balance while maintaining a visually pleasing color scheme.
  • Analogous harmonies are often used in brands that want to evoke a calm and soothing atmosphere.
Analogous color palette

Analogous colors

Triadic Harmony:

  • Triadic colors are evenly spaced around the color wheel, such as red, yellow, and blue.
  • Utilizing triadic color harmonies in branding creates a vibrant and dynamic visual impact.
  • It allows for a wide range of color combinations while maintaining a sense of balance and contrast.
  • Triadic harmonies are often used in brands that aim to be energetic, bold, and playful.
Triadic color palette

Triadic colors

Monochromatic Harmony:

  • Monochromatic color schemes involve using variations of a single color by adjusting its hue, saturation, and brightness.
  • Utilizing monochromatic harmonies in branding creates a clean, sophisticated, and elegant look.
  • It offers a sense of unity and simplicity while allowing for subtle variations and shades within the same color family.
  • Monochromatic harmonies are often used in minimalist and modern brands that want to convey a sense of sophistication and clarity.
Monochromatic color palette

Monochromatic colors

Split-Complementary Harmony:

  • Split-complementary colors involve choosing a base color and then using the two colors adjacent to its complementary color.
  • Utilizing split-complementary harmonies in branding creates a visually striking combination with less contrast than complementary colors.
  • It offers a balanced and harmonious look while providing a wider range of color choices.
  • Split-complementary harmonies can add a sense of creativity and vibrancy to branding.
Split-complementary color palette

Split-complementary colors

When utilizing color harmonies in branding, it’s important to consider the brand’s identity, target audience, and the emotions or associations you want to evoke. Also, ensure that the chosen colors align with the brand’s personality, values, and the industry it operates in. Experimenting with different color harmonies and considering the psychological impact of colors can help create a visually appealing and effective brand identity.

Numerous online tools are available to simplify the process of creating color palettes. These tools allow you to experiment with different color combinations, generate harmonious palettes, and preview how colors will look together. Our favorite is Adobe Color. It’s a fantastic way to choose from various color rules (complementary, analogous, triadic, etc.) and provides advanced features like adjusting color harmony and exploring color trends. Their new Accessibility Tool is also a great way to view a color combinations contrast ratio. This will ensure accessibility for those visually impaired, and help with legibility and readability of text by reducing eye strain.

Extracting Inspiration from Art and Design

Art and design movements throughout history have been known for their unique color palettes. From the bold and vibrant hues of Pop Art to the minimalistic elegance of Scandinavian design, exploring art and design can provide fresh ideas for your brand’s color palette. Here are a few renowned movements that can inspire your branding choices:

  1. Impressionism: Soft pastels, light and airy tones, impressionistic landscapes, natural light effects.
  2. Cubism: Bold and geometric compositions, earthy tones with pops of vibrant colors, fragmented forms.
  3. Abstract Expressionism: Deep and rich colors, bold and expressive brushstrokes, contrasting color combinations.
  4. Pop Art: Vibrant and bold primary colors, high contrast combinations, use of commercial and popular culture imagery.
  5. Bauhaus: Clean and minimalistic designs, primary and secondary colors, geometric shapes.
  6. Surrealism: Dreamlike and whimsical compositions, juxtaposition of unexpected colors, surreal and fantastical elements.
  7. Pop Surrealism: Pastel and muted tones combined with pops of vibrant colors, eerie and whimsical subject matter.
  8. Minimalism: Neutral and earthy tones, monochromatic schemes, emphasis on simplicity and clean lines.

Analyzing Successful Brands

Studying successful brands within your industry can offer valuable insights into effective colour choices. We’ll examine case studies of renowned brands and analyze how they have strategically used colour palettes to communicate their brand message and establish a strong visual identity.


  • Color Palette: Coca-Cola’s primary colors are red and white.
  • Brand Message: Coca-Cola is known for its refreshing and joyful image, aiming to evoke happiness, togetherness, and celebration.
  • Strategic Use of Colors: The bold red color represents energy, passion, and excitement, instantly capturing attention. It has become synonymous with the brand itself. The color white, used as a secondary color, represents purity and simplicity. The combination of red and white creates a strong contrast that enhances visibility and recognition. Coca-Cola has consistently used this color palette across its branding materials, packaging, and advertising campaigns, reinforcing its brand identity and evoking a sense of joy and positivity.

Coca-cola’s color palette


  • Color Palette: Apple’s primary colors are silver/gray, white, and black.
  • Brand Message: Apple is known for its sleek and minimalist design, innovative technology, and user-friendly experience.
  • Strategic Use of Colors: The color palette reflects Apple’s commitment to simplicity, elegance, and sophistication. The use of silver/gray and white conveys a sense of modernity, cleanliness, and premium quality. These colors are predominantly seen in Apple’s product design, packaging, and marketing materials, giving a unified and recognizable look to their brand. The black color is used sparingly for contrast and to create a sense of premium branding for certain product lines. The strategic use of these colors aligns with Apple’s brand message and reinforces its position as a leader in technology and design.
Apple's color palette

Apple’s color palette

In both cases, these brands have strategically selected and utilized their color palettes to create a strong visual identity that aligns with their brand message and resonates with their target audience. Consistency in the use of colors across various touchpoints helps to establish brand recognition and evoke specific emotions or associations. These examples highlight the importance of understanding the psychology of colors and how they can be harnessed to effectively communicate a brand’s values and differentiate it from competitors.


Color palettes are essential tools for creating a memorable and impactful brand identity. By understanding color psychology, exploring harmonies, utilizing online tools, and seeking inspiration from art and successful brands, you can design a visually compelling and authentic brand image. Remember, selecting the right color palette is a creative process that should align with your brand’s values, target audience, and overall brand strategy. Let your brand’s colors speak volumes and make a lasting impression.