What a palette includes
| Part | Job |
|---|---|
| Primary color | The color people remember: logo, key buttons, main headings |
| Secondary colors | Support and contrast: highlights, illustrations, section backgrounds |
| Accent | Used sparingly to pull the eye: calls to action, alerts |
| Neutrals | Text, backgrounds, borders and most of the page |
How we choose colors
We start from what you already have and what your customers already know. A palette that throws away a color people recognize costs more than it gains. Then we look at your category: if every competitor uses the same blue, a different primary can set you apart, while some sectors expect certain colors and a sharp break reads as odd.
Every candidate palette is checked in use, not only as swatches: text on each background, buttons on the page, a printed piece, and a dark-mode version if your product needs one.
Usage rules
A palette without rules drifts. The color guide sets which colors can carry text, which pairs pass contrast checks, how much of a page the accent should cover, and which colors never sit next to each other.
What you get
A short color guide as a PDF, swatch files for your design software, and the values for screen (HEX and RGB), print (CMYK) and, where needed, spot color and paint matches.
Questions
How many colors should a brand have?
Usually fewer than people expect: one primary, one or two secondaries, an accent and a set of neutrals. More colors are harder to keep consistent.
Can you update an existing palette?
Yes. We keep what works, fix colors that fail contrast or don't print well, and fill the gaps, such as a missing neutral for body text.
Colors not working together? Send what you use now and where it has to work: screens, print, signs or packaging.
Request a quote