Q2 • 2024


INSIGHTS CREATIVE » CREATING A


Brand Color Palette


h


umans can see up to 10 million distinct colors. Choosing the colors


for a brand palette, then, is no easy feat. They have to play nicely together, of course, as well as work across a range of media, from packaging to email. And above all, they have to communicate the personality and values of the brand. Inshort, creating the ideal brand


palette,whichwill appear in everything from logos to landing pages, entails much more than choosing a few favorite


hues. Below, we offer you some of the most important dos and don’ts.


Do know thy brand. In the world of package delivery, UPS dates back to the days of the Model T. The brown and gold that are the UPS palette’s primary colors speak to the brand’s reliability and long-standing reign over the sector. Founded in 1973, FedEx is a relative upstart. Its bolder palette, with purple and orange as the


primary hues, mark it as energetic, with a fresh approach. If you were unaware of the companies, you probably wouldn’t guess simply by their palettes that they were rivals. But you would sense, even if just subliminally, which was the heritage brand and which was the challenger. The UPS and FedEx palettes show


why a brand’s history, positioning, and unique selling proposition are foundational in deciding the colors that will help communicate its identity. A


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