Colour does a lot of work before a customer reads a single word. A clear, limited palette makes a small business look organised.
Pick one main colour
Look at what your competitors use, and choose something that sets you apart while still suiting your business. A hospital and a toy shop will not choose the same colours.
Colours carry associations
People tend to link blue with trust and calm, green with nature and health, orange with energy and warmth, and black with premium products. These are tendencies, not rules, and they vary by culture, so use them as a starting point.
Add supporting colours
- One neutral for backgrounds: white, cream or dark grey
- One accent colour for buttons and highlights
Three to four colours in total is plenty.
Check contrast
Text must be easy to read on the background colour. Light yellow on white and dark blue on black are common failures. If you have to squint, change it.
Screen vs print
Bright colours on a screen, such as neon green or electric blue, print duller in standard CMYK inks. Record both the screen codes (HEX) and the print values (CMYK) and check a printed proof of your main colour.
Test before you commit
- Place the palette on a mock visiting card, a social post and a website header.
- View it on two or three different phones.
- Ask a few customers which looks more professional.
Our Brand Starter Kit includes a colour palette and font pairing with your logo.
