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How many colors should a brand have? This is one of the most common questions that I get asked as a brand designer with nearly two decades of experience. One of the most common mistakes brands make is using too many colors within their color palette. This causes dilution in the brand and makes it harder for the business to become recognizable. In this article, I’m getting into the nitty gritty of the exact color palette selection method that I use with all of my branding clients.
How Many Colors Should A Brand Have?
The sweet spot that has worked the best for most of my clients has been:
- 2-3 primary colors – these are your signature colors that will be most commonly used throughout all of your marketing materials. With consistent use, your brand will eventually become associated with one of these colors.
- 2-3 secondary colors – these are accent colors that are used in small amounts to give that “pop” to your designs where needed.
- 1-3 supporting neutrals – these colors typically work well as backgrounds, or within the design where some “visual breathing room” is needed.
This focused approach allows you to maintain a strong visual direction while creating some flexibility in design.
Why Color Matters in Branding
Let’s face it—color is more than just eye candy. It’s the secret sauce that makes your brand stand out and stick in people’s minds! Think about any of your favorite brands – you likely have a specific color come to mind when you focus on them. For Coca-Cola – it’s likely red. For Whole Foods – it’s probably green.
This is because color is one of the most powerful tools to become memorable as a brand. Studies show that color can boost brand recognition by a whopping 80%! This isn’t just a fun fact; it’s a game-changer for businesses looking to stand out their niche in a crowded market.
Color has the power to convey your brand’s personality, values, and even its story—all before a single word is read. So, when considering how many colors should a brand have, remember that strategic color choices are crucial. Carefully select hues that resonate with your target audience and evoke the right feelings, whether it’s trust, excitement, or comfort. Your color choices will not only attract attention but also create a lasting emotional connection, making your brand memorable long after a customer has seen it.
Bold Branding Design Letterhead For My Client, Hedonist Health
The Psychology of Color: What Do They Mean?
Color can evoke emotions within humans. Here are what some of the most common colors can make us feel:
- Red: This is an energetic and passionate color that helps to increase the heart rate and encourage people to take action.
- Blue: The color of trust and calmness. You’ll notice that a lot of doctors’ offices are painted blue, and this is intentionally done to ease the nerves.
- Green: This color can symbolize growth, wealth, and prosperity. It’s also associated with nature and freshness – which is why you will see a lot of health-conscious brands using this color.
- Yellow: This bright and vibrant color emits a sense of happiness and optimism.
- Purple: The signature color of luxury, mystery, and magic. Purple is perfect for brands that are doing things a little differently.
- Pink: This lighthearted color can convey a sense of playfulness and whimsy.
- White: This color is often associated with purity and cleanliness.
- Black: This elegant and sophisticated color is often used in luxury brands.
My client, House of Modern Realty‘s bold branding in action
Building A Strategic Brand Color Palette
Avoid Overcomplicating Your Palette: Less is often more! Keep it simple and consistent. This is the key to building strong brand recognition over time.
Do Not Ignore Accessibility: Make sure your colors work for everyone! Use a contrast checker to keep it inclusive. Using this tool will show you which colors can be used for large text, small text, and passing color combinations with enough contrast.
Do Not Pick Your Favorite Colors: Branding is all about crafting a presence that will resonate with your target audience. A crucial part of the branding process is putting the ego aside to create something that will connect with them.
Incorporate Your Brand Values: Your colors should tell your story—pick ones that reflect who you are and tap into color psychology to evoke the emotions that you want your audience to feel.
Draw Attention To Points of Interest: Use your brightest brand color for call to action buttons and larger sized headers in order to get your audience to pay attention to the important components in your marketing.
Add Your Brand Color Palette and Guidelines for Color Usage to Your Brand Style Guide: This will help to ensure that as your brand grows and works with collaborators, the palette will be used appropriately within marketing visuals.
Final Thoughts
So, how many colors should a brand have? The magic number often lands between 5 and 9. Choose colors that reflect your brand personality, engage your audience to feel a certain way, and create a lasting impression in your niche.
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