Colour is often the first thing people remember about a brand, before the name and long before the logo details. Yet many businesses pick colours by taste in one afternoon and then fight them for years: text that cannot be read, signs that print in the wrong shade, a feed that looks like the café next door. This guide gives you a simple way to choose colours that keep working.
Start from personality, not taste
Decide how the brand should feel before you look at swatches. A bold brand, a calm one, one rooted in heritage and a premium one need very different colours, and that decision is easier to agree on than a favourite shade.
Not sure which one you are? Take our four question personality quiz and see the palette on a brand board.
A simple palette structure
- One main colour that people will link to you.
- One or two supporting colours for highlights, buttons and offers.
- Two neutrals, a dark one for text and a light one for backgrounds.
A useful rule of thumb is 60, 30 and 10: about 60 percent neutral background, 30 percent main colour and 10 percent accent. It keeps designs calm and makes the accent stand out when it matters.
Make sure people can read it
Every colour you put text on must leave the text readable. The web accessibility guidelines (WCAG) ask for a contrast ratio of at least 4.5 to 1 for normal text and 3 to 1 for large text. Test white and dark text on each of your colours, and keep a note of which text colour goes on which background. Light accents such as yellow or lime usually need dark text.
Screen and print are different
- HEX and RGB codes are for screens: your website, social media and apps.
- CMYK values are for normal printing such as cards and flyers.
- Pantone references help printers and sign makers match a colour exactly on packaging and signs.
The same colour can look different on paper, on a lit sign and on a phone, so ask your printer for a proof before a large print run.
Stand apart in your street
Look at the colours of your five closest competitors before you choose. If every café near you is brown and beige, a different main colour will make your posts and your sign easier to remember. Green is widely loved in Saudi Arabia and is fine to use; just keep your designs clear of the flag and other national and religious symbols, which the Ministry of Commerce bans in commercial use.
Seasons without changing your brand
Ramadan, Eid and National Day each bring their own moods. Add seasonal touches on top of your palette, such as a pattern, a lantern illustration or a special frame, instead of replacing your colours. People should still know it is you.
Test before you commit
See your colours on real things with our logo try-on, which also reads the colours from your logo and gives you their codes. When you are ready, our branding and design service builds the full palette with print and screen codes and a guidelines file.
Frequently asked questions
How many colours should a brand have?
Usually one main colour, one or two supporting colours and two neutrals for text and backgrounds. More than that is hard to keep consistent.
What is the 60, 30 and 10 rule?
A rule of thumb for balance: about 60 percent neutral background, 30 percent main colour and 10 percent accent.
Which colour codes do I need?
HEX or RGB for screens, CMYK for normal printing and Pantone references for exact matches on signs and packaging.
How do I know my text is readable?
Check the contrast ratio. The web accessibility guidelines ask for at least 4.5 to 1 for normal text and 3 to 1 for large text.
Want a palette that works on every screen and sign? Book a free call.