Choosing a colour palette that lasts

Before we open a colour picker, we talk about meaning. What should people feel when they see this brand? Calm, energised, reassured? The answers point us towards a temperature and a mood long before we choose a single hex code.

We also look at the category. If every competitor uses blue, a confident green or warm red can help a brand stand out on a crowded shelf or a busy feed. Standing apart is useful, but only when the colour still fits the story the brand wants to tell.

A palette has to work in the real world, not just in a presentation. We check every pairing for contrast so text stays readable on screens, in print and for people with low vision. If a favourite combination fails the test, we adjust it rather than ignore the problem.

We also test colours on the materials they will live on: coated and uncoated paper, fabric, packaging and phone screens at full and low brightness. The same shade can look completely different on each, so we pick values that hold together across all of them.

Most lasting palettes have one hero colour, one or two supporting colours and a set of neutrals. The hero carries recognition; the neutrals do the everyday work of backgrounds, text and layout. That balance keeps the brand recognisable without making every page loud.

We then build tints and shades for each colour so designers have enough range for charts, illustrations and interface states. Giving the team a clear, complete set means they rarely need to invent new colours, which is how palettes slowly drift and lose their character.

Trends move quickly, and a palette chosen to look current today can feel dated in two years. We aim for colours that feel right for the brand first and fashionable second, so the identity can stay in use for a decade with only small refinements.

Finally, we document the palette with clear names, exact values for print and screen and simple examples of good and bad use. A well-explained palette is far more likely to be used correctly, and colour used consistently is what turns into lasting recognition.