The Tool Desk
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How do I choose brand colors that match my brand personality?
Start with words, not swatches. Narrow your brand voice to a few traits that help guide decisions. “Warm and approachable,” for example, suggests a different direction from “playful and irreverent.” Add the expectations your audience may bring to your category, then use those notes as a brief for visual exploration.
There is no universal lookup table in which one hue reliably communicates one trait to every audience. Research has examined associations between hues and brand-personality dimensions, as well as how saturation and value can affect those associations. Treat those findings as possibilities to test, not guarantees. [Labrecque and Milne’s study of color and brand personality]
Color is also only one part of the identity. A 2024 framework considered color together with typography and shape in relation to five commonly used brand-personality dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Its authors describe the results as preliminary, so use the framework as a way to think about a coordinated visual system—not as a formula that predicts how every customer will respond. [The 2024 visual identity framework]
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Turn the voice into visual hypotheses
Explore hue, saturation, lightness or value, and relationships among colors. Consider how they work beside your typefaces and shapes. Instead of deciding that a particular color “means” a trait, write down a hypothesis: this palette may feel calm and capable in our category; this other one may feel more energetic and distinctive. Then check both against the actual materials your brand uses.
What do my brand colors say about my business?
They may cue certain associations, but viewers interpret them in context. In three experiments reported in a 2018 article, iconic brand colors influenced personality perceptions: Cadbury purple was associated with sincerity in one study, while Apple gray affected excitement perceptions for an unknown brand in another. The effect weakened when the iconic color conflicted with expectations for the product category. These are study-specific results, not evidence that purple always signals sincerity or gray always signals excitement. [Baxter, Ilicic, and Kulczynski’s 2018 experiments]
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That context matters when choosing colors for a new or changing brand. A palette can draw on familiar category cues, depart from them to stand out, or do some of both. The useful question is not only “What does this color suggest?” but also “What might it suggest here, alongside this product, name, typography, and shape?” A 2025 Harvard Business Review research summary likewise emphasizes context when interpreting logo color. [HBR’s 2025 summary on logo color and context]
How can I make my brand colors match my brand voice?
Build and compare multiple palette directions
Create more than one credible route rather than polishing a single first idea. Compare each candidate against the intended voice, category context, harmony and energy, legibility, distinctiveness, and reproduction needs. A palette that feels distinctive in a mood board may be difficult to read on a website or difficult to reproduce on packaging.
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Relationships among colors can also shape perception. In four experiments reported in a 2025 study, analogous logo color schemes were associated with sophistication and complementary schemes with excitement; congruence between a scheme and intended brand personality was associated with stronger brand attitude. Those findings describe the study, not a universal rule that one scheme always produces one response. [Kawamata and Kwon’s 2025 study of logo color schemes]
Put palettes into real brand contexts
Test each direction in the places people will actually encounter it: a logo, web page, package, social post, or app screen. Look at color with the proposed type and shapes, rather than asking people to judge isolated swatches alone. Seek feedback from the intended audience if you can; a category-specific context can change how familiar colors are interpreted.
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For an app, set clear roles for brand colors instead of using the accent color on every control. Apple’s Human Interface Guidelines recommend using color judiciously and keeping displayed writing consistent with the brand’s voice. [Apple Human Interface Guidelines: Color]
Document how the chosen colors work
Once you select a direction, define primary and supporting colors, background choices, text combinations, and where each color belongs. Include examples of acceptable combinations and practical use cases. This makes the identity easier to apply consistently across teams and channels, and helps preserve the intended relationship among color, typography, and shape.
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How do I keep my brand colors consistent online and in print?
Consistency requires specifications for the production setting, not just one set of screen swatches. Keep digital color values for screen-based work. For physical materials, coordinate references with the actual substrate, finish, supplier, and print process: materials and production conditions can affect how color appears. Pantone’s guidance distinguishes coated from uncoated references and spot from process printing. [Pantone on its color systems and references] [Pantone graphics products and print references]
A physical Pantone reference guide can be useful when you are specifying or comparing print colors. It is not a necessary purchase for every screen-first business; if you use one, check that its edition and reference system suit the materials and workflow involved.
How do I check brand colors for accessibility?
Evaluate readability separately from personality. Test text and interface foreground-background combinations against the contrast guidance that applies to your digital product. A color pairing can fit the brand and still make text difficult to read.
WCAG 2.2 explains minimum contrast expectations and exempts text that is part of a logo or logotype from the cited criterion. That narrow exception does not exempt branded interface text, body copy, or marketing text. [W3C WCAG 2.2: Understanding Contrast (Minimum)]
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A practical checklist for choosing brand colors
- Personality fit: Does the palette plausibly support the voice traits you defined?
- Category fit: Does it work with audience expectations, or is any departure from familiar cues intentional?
- Color relationships: Do the combinations support the intended energy and impression in context?
- Whole-system coherence: Do color, typography, and shape feel consistent together?
- Legibility: Can people read your text and use your interface with the chosen combinations?
- Reproduction: Can you specify the colors reliably for the actual screens, stocks, materials, suppliers, and processes you use?
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