When it comes to branding, there are many steps between understanding your client’s needs and designing a one-of-a-kind brand. One ‘step’ is choosing a brand color palette — and we have to admit — it’s one of our favorite steps! Choosing a brand color palette allows you to solidify the overall aesthetic and direction of your client’s brand. It’s a step we complete with great care, and today, we’re excited to share with you all that we consider when choosing a brand color palette for our clients!

Choosing a Brand Color Palette

1. Your Client’s Preferences. First and foremost, we work to understand our client’s preferences. Whether you gather your client’s preferences during a series of meetings, or you use a client questionnaire, it’s essential to understand your client’s preferences. There are likely to be colors, textures, and patterns your client is drawn to — simply because we all have colors, textures, and patterns we feel drawn to. These colors, textures, and patterns are often a reflection of your client’s uniqueness. We believe it’s important to honor our client’s preferences and incorporate just a few.
2. Your Client’s Ideal Client’s Preferences. Next, we work to understand our client’s Ideal Client’s preferences. What type of client is your client hoping to connect with? What brands does their Ideal Client already love? What color palette would their Ideal Client be drawn to? We incorporate these colors to ensure the brand will meet our client’s Ideal Client’s needs.
3. Your Client’s Industry. Next, we carefully examine our client’s industry or field. While we believe every brand should be one-of-a-kind and unique, we also recognize the “standards” and “expectations” within every industry or field. These “rough” boundaries can help to ensure the brand we create remains aligned with our client’s industry. That way, when our client’s Ideal Client is shopping around from photographer to photographer or wedding planner to wedding planner, our client’s brand and color palette remains aligned with others in their field — while polished, professional, and curated enough to stand out.
4. Your Client’s Goals. What feelings would your client like to convey? Bold and empowered? Welcomed and cared for? Your client’s goals also play a role in the selection of their color palette. Your client’s preferences and goals may conflict. For this reason, it’s essential to find a blend — or a marriage between their preferences and goals.

As you can see, choosing a brand color palette is a blend of many considerations, from your client’s preferences and goals — to their Ideal Client’s preferences. Here are some examples of past brands and web designs, showcasing how color palettes can play a role in brand and web design.

P.S. Get inspired with these color palette generators!

• Coolors
• Canva Color Palette Generator
• Colormind

Since 2014, With Grace and Gold has provided brand and web design for creative small business owners. Hire With Grace and Gold or shop With Grace and Gold’s pre-made designs and Showit website templates – and come away with an elevated brand and web design for your small business!