Choosing Brand Colours That Work
Colour is often the first thing people register about a brand, sometimes before they read a single word. The right palette makes you recognisable and sets the mood; the wrong one can undermine an otherwise strong identity.
Choosing colours well is part craft and part discipline. It is not about personal favourites but about what suits your audience, stands apart from competitors and works in practice.
Where to Start
We begin with your audience and sector, then look at what rivals use so you can stand out rather than blend in. Only then do we explore specific shades.
- Consider the feeling you want to create.
- Check what competitors already own.
- Make sure colours work on screen and in print.
- Limit the core palette so it stays memorable.
Practical Constraints
A colour that looks lovely on a designer's screen may fail real-world tests. Text must remain readable, the palette must survive cheap printing, and it must hold up for colour-blind users.
| Role | Typical count | Where it is used |
|---|---|---|
| Primary | 1–2 | Logo, headings, key buttons |
| Secondary | 1–3 | Sections, illustrations, support |
| Neutral | 2–4 | Text, backgrounds, borders |
| Accent | 1 | Calls to action, highlights |
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.