Color Palette

A color palette is a defined set of colors a brand uses consistently across its materials. It typically includes primary colors and a small group of supporting tones that work well together.

Why it matters
A color palette creates visual consistency and helps people recognize your brand quickly. When colors are used intentionally, they support clarity, mood, and trust instead of creating visual noise.

What a color palette is not
A color palette is not a personal favorite list or a trend grab. Too many colors, or inconsistent use, can dilute recognition and make a brand feel unfocused.

Where this shows up

• Websites and digital products
• Logos and brand marks
• Marketing materials and packaging
• Social media and presentations

Related terms

• Logo (often designed using brand colors)
• Visual Identity (the system colors are part of)
• Brand Guidelines (how colors are applied consistently)