Color Palette
Set of brand and design colors
What is Color Palette?
A color palette is a precisely defined set of colors a brand uses on its website, in print, and on social media. It usually includes a primary color, secondary colors, neutral shades for text and backgrounds, and colors for states such as errors or success. Each color has a defined code, such as HEX and RGB for screens and CMYK or Pantone for print. The palette is part of the brand manual. It also defines which color is used for buttons and calls to action.
Why It Matters
Consistent colors make a brand recognizable and trustworthy. A clearly defined call-to-action color helps visitors instantly see where to click, which supports conversions. Sufficient contrast between text and background is a prerequisite for readability and web accessibility. Without a palette, visual chaos appears as each supplier uses a different shade. A palette also speeds up creating new materials because colors don't have to be chosen from scratch every time.
Real-World Examples
- 1The primary brand color used for the logo, buttons, and links.
- 2Dark gray instead of black for more comfortable reading.
- 3Red for error messages and green for a successful form submission.
- 4The same shade defined in HEX for web and in CMYK for print.
- 5Checking text and background color contrast before launching a website.