How do I choose brand colours?
By Ash, Founder, HosteazePublished 2 min read
The short answer
Pick one main colour that stands apart from your local competitors, one or two supporting colours, and a dark neutral for text. Test every text and background pairing against the WCAG contrast minimum of 4.5:1, check the palette in greyscale, and record exact codes for screen and print before anyone starts designing.
Most people choose brand colours by picking a favourite. That's not the worst start, but a favourite colour can be unreadable as text, identical to the shop next door, or impossible to match in print. A palette needs to pass a few practical tests before it goes on anything.
Where do I start?
- List your five closest competitors and note their main colours. If they're all navy, navy won't help anyone remember you.
- Pick one main colour that's clearly different from that list. This is the one people should associate with you.
- Add one or two supporting colours that work beside it. A tint or shade of your main colour is the safest choice.
- Choose a near-black for text and an off-white or white for backgrounds.
How do I make sure the colours are readable?
Use a contrast checker on every pairing you'll put text on. The numbers to aim for come from WCAG 2.2, the accessibility standard UK public sector websites are required to meet and a sensible target for everyone else.
| Use | Minimum contrast | Example |
|---|---|---|
| Body text | 4.5:1 | Grey text on white often fails |
| Large text (18 pt, or 14 pt bold) | 3:1 | Headings in your brand colour |
| Icons, buttons, form borders | 3:1 against what's next to them | A pale button on white |
| Text inside a logo | No requirement | Your logotype itself |
This catches out plenty of brands, including ours. Hosteaze's main pink only reaches about 3.6:1 on white, so it can't be used for small text; our Learn pages use a deeper pink, #D30F73, which reaches about 5.1:1.
What about colour blindness?
Colour Blind Awareness estimates that about 1 in 12 men and 1 in 200 women have a colour vision deficiency, most commonly difficulty with reds and greens. Two habits help.
- Check your palette in greyscale. If two colours turn into the same grey, don't rely on them to tell things apart.
- Never use colour as the only signal. WCAG says colour shouldn't be the only visual way of conveying information, so pair a red "sold out" label with the words.
How do I record the colours?
For each colour, write down the hex code for screens, the RGB values, and the CMYK values for print. If colour accuracy really matters, such as on signage or packaging, ask your printer about a Pantone reference too. Screen colours often look duller in print, so order a printed proof before a big run.
Put all of this on the colour page of your brand style guide. If you're also picking website colours, our guide to choosing website colours covers buttons and links, and what is brand identity explains where colour fits with your logo and voice.
Related guides: How much does a logo cost?.
Frequently asked questions
How many brand colours should I have?
Usually three to five in total. One main colour, one or two accents, plus a dark colour for text and a light one for backgrounds. More than that and people start using them inconsistently.
Do colours really have meanings, like blue for trust?
There are conventions in some sectors, such as lots of blue among banks and lots of green among eco brands, but they're habits rather than rules. Standing out from your direct competitors matters more than any colour meaning.
Can I trade mark a colour?
In the UK, colours can be registered as trade marks, but only if they're distinctive for your goods or services. For most small businesses, protecting the name and logo is the realistic goal.
