How to build a brand colour palette

So, why does colour matter so much, and what does it take to get it right? In this guide, we’ll show you how to turn colour into one of your most valuable brand assets.

From Hermès orange to Tiffany blue, brands adopt and trademark colours that become iconic symbols in their own right. But beyond being stylistic signatures, colour plays a strategic role in building strong [A target='_blank' link='https://dd.agency/branding/identity']brand identities[/A]. That’s why curating a brand colour palette is about far more than simply choosing what looks good. It’s about evoking a mood, inspiring an emotion and conveying a message. Your brand colour(s) should work in tandem with other [A target='_blank' link='https://dd.agency/branding/assets']brand assets[/A] to form a cohesive [A target='_blank' link='https://dd.agency/insights/engaging-visual-identity']visual identity[/A].

Colour psychology is the silent strategist behind every successful palette – because colour isn’t universal, it’s contextual. The same hue can soothe or provoke, depending on how, when and where it’s used.

Red stirs a spectrum of intense emotion. It’s the colour of seduction and danger, love and alarm – a bold duality that’s both captivating and complex. It energises, empowers and excites, but can just as easily overwhelm.

Pink is a paradox – tender yet assertive, playful yet purposeful. Its emotional range is vast, shaped entirely by tone and context. Soft pastels whisper nostalgia, romance and calm; bright fuchsias feel unapologetic and bold; deeper tones like rose or mauve bring depth, elegance and a sense of timelessness.

Blue is a colour of instinctive trust. Rooted in associations with clarity, calm and credibility, it carries a quiet authority that has long made it the go‑to for brands seeking to signal intelligence and reliability. In sectors where assurance matters, blue’s steady presence offers stability. It conveys control without arrogance, order without coldness. But beyond corporate convention, blue is evolving.

Green has always been nature’s neutral – evoking feelings of growth, renewal and vitality. In branding, it carries strong associations with sustainability, health and ethical living. But green is far from one-dimensional. Its tonality can shift meaning dramatically. Soft sage or eucalyptus hues whisper calm and balance, often used in wellness, skincare, and interior brands to suggest serenity and simplicity. In contrast, deep forest greens can evoke heritage and prestige, lending gravitas to everything from fashion to finance.

Black is the great equaliser – or the great amplifier, depending on how it’s used. In branding, it signals sophistication, control, minimalism and power. It strips away noise, sharpens focus, and often reflects a brand confident enough not to shout. Paired with white, it conveys timeless elegance; contrasted with bold hues, it adds drama and edge.

White is the unsung hero of brand palettes. Not because it demands attention, but because it makes space for it. Associated with clarity, spaciousness and modernity, white conveys a sense of possibility.

Orange sits at the intersection of energy and approachability. It’s a colour that suggests warmth, optimism and a certain entrepreneurial spirit. Brands that use orange often want to be seen as creative, confident, and unpretentious (think of Fanta’s vibrancy or EasyJet’s disruptive visibility).

Yellow is sunlight distilled. It’s a symbol of optimism, clarity and cheer. And in branding, it’s a high-risk, high-reward colour. Too much, and it can become overwhelming; just enough, and it lights up a brand’s identity. Yellow is often used to signal creativity and happiness, making it a common choice for children’s brands, creative tools, and service industries that aim to uplift. IKEA uses yellow to signal energy and affordability, while Veuve Clicquot’s yellow label suggests brightness with a premium edge. For emerging brands, yellow can act as a bold differentiator – just be mindful of its legibility and saturation across different media.

Purple is the colour of complexity. It’s rich in cultural symbolism and layered with meaning. Historically associated with royalty, luxury, and spirituality, purple still carries an aura of exclusivity and depth. Light lavenders suggest calm and femininity, while deep violets signal heritage and opulence. Used well, purple can lend a sense of mystique and authority (a powerful combination for brands seeking to be both premium and poetic).

Gold is less a colour and more a statement. It signals prestige, exclusivity and achievement. In branding, it’s often reserved for accents – used to highlight, not dominate. Gold embossing, metallic finishes and subtle shimmer suggest craftsmanship, legacy and status. But gold needs to be used judiciously. Too much, and it veers into pastiche. Just enough, and it becomes a mark of distinction. For premium brands (particularly in fashion, beauty, hospitality and finance) gold is a shorthand for excellence.

Brown is grounded, tactile and quietly powerful. It’s the colour of soil, leather, wood – elements that evoke stability, warmth and authenticity. In branding, brown is often used by artisanal, organic or heritage brands that want to convey craftsmanship, sustainability and earthiness. Lighter browns can feel inviting and wholesome, while dark chocolate tones suggest richness and depth. Though less common in digital-first brands, brown can be a strategic differentiator when authenticity, tradition or materiality are core to the brand story.

Curating your brand palette goes beyond just choosing colours. It also means deciding the applications that ultimately shape how the colours will be perceived. Saturation, contrast, and application are critical (yet often underestimated) elements that influence not just how a colour looks, but how it feels, performs, and communicates across different contexts.

When building a strategic brand colour palette, it helps to speak the language of a designer. Here’s a quick breakdown of the essential colour terminology you should know:

A successful brand palette isn’t always a rainbow – in some cases, it can be built around a single, defining colour. Brands like Tiffany & Co. (Tiffany Blue), Veuve Clicquot (Yellow), and Glossier (Millennial Pink) have mastered the art of owning one distinctive hue across their identity. Done well, a monochromatic palette can create instant recognition, visual cohesion, and a sense of brand purity that cuts through noise.

Primary colour

At the heart of your brand colour palette sits your primary colour. This is your signature shade and visual shorthand. It’s the colour most closely associated with your brand, doing the heavy lifting across brand assets.

Now that we’ve laid the groundwork by deep diving into the psychology, application, terminology and hierarchy of colour, it’s time to build your colour palette.

Choosing your brand colours isn’t just a creative decision – it’s a strategic one. Every hue carries weight, meaning and emotional resonance. The right palette can clarify your positioning, strengthen recognition and connect with your audience on a deeper level. But building a colour system that’s both distinctive and scalable takes more than taste – it takes intention, insight and experience. At DUTCH DESIGN AGENCY, we help brands move from instinct to impact, turning colour into a powerful tool for growth, differentiation and long-term value.