- Rachel Bistricer
- Sep 24
- 4 min read
Working with color palettes is about choosing a set of colors that bring your brand's story to life. Rooted in color theory, a thoughtful color palette helps your audience recognize and connect with your brand instantly, creating a memorable visual identity.
This guide will show you how to select and use colors effectively in graphic design. You'll learn the simple steps to build a palette that not only looks great, but also communicates your brand's unique personality with confidence.
Give your designs a vibrant edge with our color palette generator. Experiment with shades that make logos, websites or social posts shine. No guessing, just choose your colors and create the perfect schemes for your project.
TL;DR: How to work with color palettes
Short on time? Here’s a quick overview of what this guide covers. A strong color palette is crucial for creating a distinct brand identity that resonates with your audience and helps you stand out. It ensures your marketing strategy materials, from your website to your social media graphics, are consistent and professional.
Summary of how to work with color palettes
Understanding color palettes
A color palette is a specific group of brand colors chosen to represent a brand or design. Think of it as your brand's visual DNA. It creates a unified look across all your materials, making your brand instantly recognizable.
Using a consistent palette builds trust and professionalism. Color psychology shows that cohesive colors help your audience perceive your brand as polished and reliable, which helps you make a lasting impression.
How to work with color palettes in 4 steps
Creating a color palette might seem like a purely creative task, but it’s a strategic process. Following a few key steps will help you build a palette that is both beautiful and meaningful for your brand.
01. Define your brand identity
Before you even think about colors, you need to know who you are as a brand. What are your core values? Are you playful and energetic, or calm and trustworthy? Your brand personality should guide every color choice you make.
Start by defining what makes your brand unique. Then, think about your target audience. Understanding their preferences and expectations will help you choose colors that attract and engage them. This foundation ensures your palette feels authentic and connects on a deeper level.
02. Research color psychology
Colors have the power to evoke specific emotions and feelings. For example, blue often suggests trust and stability, while yellow can feel optimistic and cheerful. Understanding these associations is key to building a palette that communicates the right message.
Research the psychological impact of different colors to see which ones align with your brand's personality. This knowledge will help you make intentional choices that resonate with your audience and reinforce your brand's identity. It’s a simple way to ensure your colors work for you.
When selecting your brand's primary and secondary colors, remember that consistent use of color can increase brand recognition by up to 80%, making it a powerful tool for standing out in a crowded market.
03. Generate a color palette
Once you have an idea of the colors you want, it's time to bring them together. Using a tool can make this process much easier. Wixel offers a color palette generator for cohesive branding, helping you create a balanced and professional look.
With a tool like Wixel, you can experiment with different color combinations and shades. Wixel provides a color tool to create professional, on-brand designs, ensuring every choice feels right. This step is where your brand's visual identity truly starts to take shape, and Wixel delivers a color solution to streamline your creative process.
Discover the best color palette generators to craft on-brand designs effortlessly.
04. Test your color palette
After you've created a palette you love, it’s important to test it. See how your colors look in different contexts, like on your website, in social media posts or on printed materials. This step helps you identify any potential issues before you fully commit.
Get feedback from your target audience or trusted colleagues. Ask them what feelings the colors evoke, and if the palette feels like a good fit for your brand. Their insights can be invaluable and help you refine your choices for the best possible result.
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How to work with color palettes FAQ
What colors are good for branding?
The best colors for branding depend on your brand's personality and target audience. For example, blue is often used by financial and tech companies to convey trust, while green is popular with health and wellness brands to suggest nature and calm.
What is the 60-30-10 color rule?
The 60-30-10 color rule is a classic design principle that helps create a balanced color palette. It suggests using a dominant color for 60% of your design, a secondary color for 30% and an accent color for the final 10%. This creates visual harmony and guides the viewer's eye.
How many colors should be in a brand palette?
A typical brand palette includes three to five colors. This usually consists of one or two primary colors, a few secondary colors and a neutral color. This range provides enough variety to create dynamic designs without overwhelming your audience.
