How to pick a brand color palette that actually works

A practical, contrast-aware method to land on a palette you can use across web, print and social.

6 min read beginnerUpdated Apr 2, 2025

Reviewed by the editorial team · Apr 2, 2025

Step by step

01
Start with a single hero color
Pick one color that captures the brand's mood. Everything else supports it.
02
Add a neutral foundation
An off-white background and a near-black text. Avoid pure #fff and #000.
03
Add a single accent
One vivid contrast color for CTAs only. Limit usage to <10% of any layout.
04
Check accessibility
Run every text/background combo through WebAIM's contrast checker. Target AA (4.5:1).
05
Export tokens
Save HEX, RGB, HSL and OKLCH values in your brand kit.

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