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The Science of a Professional Color Palette

September 28, 2023

Design tools have become vastly available to anyone interested in picking up design as a hobby. Browse Pinterest for just a few minutes, and you’re guaranteed to scroll past a color palette or two. Maybe you’re someone who has put together a color palette of your own. But, how well do those color palettes measure up to professional standards? Let’s take a look. Here are three things a professional color palette considers.

Psychology and Emotion

Creating a professional color palette for a brand involves careful consideration of color psychology. Colors have a huge impact on human emotions and perceptions, and a well-crafted palette can evoke specific feelings and associations. For instance, blue is often associated with trust and reliability, making it a popular choice for financial institutions. On the other hand, vibrant reds and yellows can stimulate excitement, energy, and even hunger, making them suitable for brands in the food industry. Different variations of the same hue can even evoke different emotions. Different genders understand color differently. Different cultures interpret colors differently. By understanding the psychological effects of colors, a professional color palette can effectively convey a brand’s personality, values, and message, forging a deeper connection with its target audience and leaving a lasting subconscious impression.


Designing a professional color palette for a brand is not just about aesthetics; it’s a strategic decision deeply rooted in business and marketing objectives. A brand’s color palette should align with the brand’s overall strategy, target audience, and market positioning. For instance, a brand may opt for a color palette that feels familiar within its industry, or it may opt for a color palette that feels fresh and modern within its industry. That decision would be heavily dependent on the brand’s positioning, goals, and core strategy. A well-considered color palette aids in differentiation from competitors, strengthens storytelling, and guides consumers’ perceptions about the brand’s quality, values, and trustworthiness. Therefore, a professional color palette is a vital tool in shaping a brand’s identity and ensuring its alignment with broader business and marketing goals.

Design Principles

Design principles play an important role in the development of a professional color palette for a brand. Harmony, contrast, balance, and readability are all crucial considerations. A harmonious color palette ensures that the chosen colors work well together and convey a cohesive (strategic) message. Deliberate use of contrast can draw attention to key elements like logos or calls to action. Achieving a visual balance between different colors is essential to prevent overwhelming or chaotic designs. Additionally, the colors chosen should not only look good but also maintain readability, ensuring that text and content are easily discernible on backgrounds. Did you know that for your color palette to be ADA (Americans with Disabilities Act) compliant, it must meet specific contrast standards? By adhering to these design principles and standards, a professional color palette not only looks aesthetically pleasing but also enhances the overall user experience and brand identity.

Does your existing color palette utilize the three points above? Do you feel confused or unqualified to implement the strategies mentioned when it comes to crafting your brand’s color palette? If not, you may be ready to hire a professional to ensure your brand’s color palette takes into account psychology and emotions, marketing strategies, and fundamental design principles.

Inquire here today to chat more about how I can help you craft a professional color palette for your brand.

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