Color palette
Also called colour palette, color scheme
What is a color palette?
A color palette is a defined set of colors chosen to work together in a design, a brand or a piece of content. A brand palette usually lists each color with exact codes (hex, RGB, CMYK) and a role, such as primary, accent, background or text, so anyone can apply it the same way across formats.
Palettes are often built from color-wheel relationships. Monochromatic palettes use shades of one hue. Analogous palettes use neighbors on the wheel. Complementary palettes pair opposites for contrast. Triadic palettes use three evenly spaced hues.
A common design guideline is the 60-30-10 rule: about 60 percent of a layout in a dominant (often neutral) color, 30 percent in a secondary color and 10 percent in an accent. It is a starting point, not a law.
Why a color palette matters
A defined palette keeps content looking like it comes from one brand, which builds brand recognition and makes an Instagram grid look coherent.
It also saves decisions. Designers and tools pick from a short list instead of the whole spectrum, and readable text and background pairs can be agreed once.
How to create a color palette
- Start from your primary brand color or a reference image from your mood board.
- Choose a palette type (analogous, complementary, monochromatic) that fits the mood you want.
- Add a light and a dark neutral for backgrounds and text.
- Check contrast for every text and background pair you plan to use.
- Test the palette on a real post, a banner and a slide before you commit.
Color palette FAQ
How many colors should be in a color palette?
Most brand palettes have three to six colors: one or two main colors, an accent and a few neutrals.
What is the 60-30-10 color rule?
A guideline for balance: roughly 60 percent dominant color, 30 percent secondary color and 10 percent accent. It helps a layout feel calm with a clear focal point.
Related terms
Brand colors are the specific colors a business uses consistently, defined by hex, RGB and CMYK codes, so its content is recognizable.
Visual identity is the visible side of a brand: logo, colors, typography, imagery, icons and layout rules applied the same way everywhere.
A mood board is a collage of images, colors, type and textures used to agree on the look and feel of a brand or project before design starts.
Typography is the art of choosing and arranging type: fonts, sizes, spacing and hierarchy that make text readable and give a brand its feel.
Brand guidelines are a document of rules for using a brand's logo, colors, fonts, imagery and voice so everyone presents it the same way.