How to Develop a Brand Color Palette for your Business that Connects and Stands Out + Free Workbook

April 17, 2023

A color palette guide is an important document that contains all of the colors that you will use in your brand. It’s useful because it helps you coordinate your design elements, it makes sure everything looks cohesive, and it helps you make fast and better decisions when creating a new layout or design material for your business.

It may seem like an overwhelming task specially when you are doing it yourself (and you are not a professional designer). So in this article, we are going to teach you a simple way to develop a brand color palette for your own business!

Why is creating a color palette for your brand important

A brand color palette is an essential part of a strong brand identity. The combination of colors in your logo, business cards, and website gives your brand its unique personality. Color can evoke feelings and emotions in our brains, making it easier to remember brands with strong colors/palettes.

Creating a color palette for your brand is integral to branding your business. The purpose of a color palette is to help people recognize your brand and to make it stand out from competitors. A solid visual identity can also build a consistent image for the business, which allows customers to remember what they like about you.

How to develop your Color Palette (Using our Color palette Workbook)

Before we start, we have a free workbook that will help you in creating your brand colors. You can download it below for free! *Downloading the workbook will automatically add you to our email list.

now, let's start creating your perfect brand colors!

1. Go to Pinterest and Create your Brand Mood Board.

In Pinterest, you can create a secret board that contains photos that you love and resonate with your brand words. Think of it as an inspiration for your brand identity.

2. Now, let's use the color palette template!

To get started, go to the first page, input a handful of images from your Pinterest board that align with your desired color palette, and then select colors straight from the images. 

To do this, you can add a shape beside the photo. Select your shape, click on color, then use the eyedropper tool to select a color from your photo. You can choose 2 colors from a photo. Remember that we can always refine the colors as we move along. 

Pro Tip: When selecting a color, you can scroll down and you can see that Canva automatically selects colors from a photo. You can simply select the color that you love.

3. Now we move on to page 2 of the template.

Out of the two, select the color that stands out for you the most. Use the color on the boxes under each photo. Test which 5 colors look best for you. Here is a guide of the type of colors that you should have:

1. Main Statement Color

This is the color that best represents the brand’s feeling and mood. It should be distinct, memorable and used often. Since this color will likely appear most often in your designs, it’s helpful to choose it first and then build your palette around it.

2. Complimentary Color

For this color, choose a color that will complement your main statement color. This color will be useful in instances when you need extra emphasis on a design. If you are having trouble deciding, use a color wheel for inspiration.

3. The Accent Color

Choose a neutral accent color, one that ties your statement and complimentary colors together. See this color as another option for creating a range of needs.

4. The Dark Neutral Color

The Dark neutral color is commonly used for text color in places like your website, email letters and marketing materials. This is an important part of your palette because it will be used in a lot of places. To avoid simply using black, you can add hints of other colors into the dark neutral to align with your palette, but overall it needs to be much darker than the rest of your colors so it’s readable.

5. The Light Neutral Colors (1-2)

This color will give harmony to the whole palette. I recommend selecting this color for last. Think of this color as a softer extension of the established palette that you have at this point. This will most commonly serve as a background color on your website or in marketing materials.

When you are happy with the combination, use the color on the boxes below to test how they will look like with reduced transparency. This will give you some more color that you can use if needed for the brand.

4. Lastly, finalize and refine your brand color palette on the third page.

Use the colors from page 4, and fill up the circles with the corresponding color. They have been labeled for you so you can easily fill it up. It is also helpful to add in your brand words to the file, see if your colors evoke the correct feeling that you are going for in your brand.

Now you have your very own brand color palette guide! This will help ensure that all of your materials—from business cards to websites—are using the same colors.

Consistency and being cohesive across all brand touchpoints are key to a succeful brand.

You can also hand this over to a designer when you need marketing collaterals made for your brand.


We hope this article helped you understand the importance of creating a color palette for your brand. And how to actually create a useful color palette guide for your business.

Remember that this exercise is not just about choosing colors that look good together; it’s about connecting with your customers in a way that resonates with them on an emotional level and makes them feel like part of something larger than themselves.

Start creating your brand colors, and kickstart your branding process with our color palette workbook!

xo, kaye & gerard

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