Colour Palette

A colour palette is the defined set of colours associated with a brand. It typically includes a primary palette — the core colours used most frequently and most strongly associated with the brand — and a secondary palette of supporting colours used for variety and flexibility in marketing materials. A well-designed colour palette is not simply a collection of colours that look attractive together; it is a strategic asset. Colours carry powerful psychological and cultural associations, and the palette should reflect the brand's personality and values while differentiating it from competitors. For each colour in the palette, brand guidelines specify values in multiple formats: Pantone for spot colour printing, CMYK for full-colour printing, RGB for digital use, and Hex codes for web use. These values ensure colour consistency across every medium and production method. The colour palette is often the most immediately recognisable element of a brand identity — think of the specific red of Coca-Cola or the particular blue of Facebook.