Color Theory 101: Building A Color Palette for Your Brand


Ladies, let’s do a raise of hands for those of you who have attempted to create a color palette before, or wanted to try but didn’t know where to start!

*cue every single one of us raising a hand*


I, personally, find planning a color palette way more fun and intriguing than any one probably should, which is why I find it a little difficult. I just see so many options, so many tones, so many different pairings and varieties… I’d love to know what it is you find that you struggle with when creating a color palette. Or, have you claimed color palette royalty and find it a total breeze? Let us know in the comments section below.


Over in The Collective, Sarah has given us a tonne of color palette goodness to help us create the perfect one for our brands! You will find out all you need to know about Designing Your Vibe in our Building Community section within the ever-expanding Resources folder.


In this article, I’ll be going over all the basics you need to know to get confident in creating a color palette, so you can create and complete your first one today!


I think one of the most important things you need to know to get started is: you do not have to be a certified designer to create a color palette. And you most definitely don’t need to be paying someone top dollar to create one, when you can quickly and enjoyably create your own, basically for free.


Now, let’s dive in!


The Effects of Color


Like most things, the emotions and experiences related to color can differentiate vastly for different people.


Below are some examples of how colors are generally experienced:

Cool colors such as blues, greens and purples are often seen as more subdued than warm colors. Cool colors can be representative of night, water, fauna and are related to feelings of calmness.

Warm colors such as reds, yellows, oranges often represent passion, enthusiasm and positivity. In nature warm colors symbolize change, autumn leaves, sunset and sunrise.


It is super important to keep your target audience in mind when choosing the colors that represent your brand, as culturally colors can be representative of things such as mourning, religion, and politics, which you may not be what you want your brand to be related to.


Keep it Cohesive


Most color palettes are a combination of 2 sections, primary colors, and secondary colors.

Primary colors are the colors you will use most often to represent your brand.

Secondary colors will be used less frequently, but will remain consistent throughout your brand.


The pros recommend using a combination of 5 colors to create your palette, but it is totally up to you to decide how many colors you need to, to express your envisioned design.

It is common for brands to have less than 5 colors, which means they have less to worry about when creating branded materials. But can you truly express how your brand feels to your potential clients using less than 5 colors?


Get to Know Your Codes


If you’re not familiar with codes, the idea of ‘getting to know your codes’ might freak you out a little. I have friends that work in doing coding, and I hear a lot of horror stories, I think because of that I’ve built up this trigger of freaking out whenever codes are mentioned.


Good news is, colour codes are so simple. You don’t have to memorize them for life, you don’t need to know every single color code, all you need is a tool that identifies the color you want to use, and save it in your style guide for later use!


In Designing Your Vibe, Sarah lets us know that there are 3 color codes that we need to be paying attention to.

  1. Hex Code: most commonly used for web-based applications, it is a 6-digit color code and the most versatile for an online business.
  2. RGB Code: common for web-based applications, most often found where Hex codes are not an option.
  3. CMYK Code: used specifically for printing; comes in the form of four codes, representing the percentage of each color used.


Check your Moodboard


If you haven’t got any ideas of what colors you’re going to use to represent your brand just yet, don’t stress!


If you have a mood board, girl, you should, you have most likely already gathered some colors on there that you haven’t consciously acknowledged yet.

Go on over and have a look.


Do the colors within your mood board stand out to you? How do they make you feel? Is that how you’d like your brand to feel to people who come across it?


Check out Canva 


Canva has several templates for everything, moodboards and color palettes included! Every single one of my clients and I use Canva to create the graphics we use on the day-to-day to represent and advertise our businesses.

I have personally created my own color palettes using a Canva template, so that I can see them all working together in one place.


If you haven’t already signed up for The Collective, click here to use my code to sign up today!

It’s your time to shine, babe.

Come join our badass business babe team, and get ready to watch your business rise to levels you have only dreamt about.



Jazmine is Rebel Office's totally badass blog manager, epic content curator and overall SEO master. When she's not taking Rebel Office's blog to the next level, she's living the #laptopandlatte lifestyle, running her own blog management and VA services business for female entrepreneurs all over the world.


  • January 18, 2020

    This is fascinating. I love learning about color. I can’t wait to start working on my colors!

  • January 26, 2020

    Wow this is way cool and informative. Never thought of building a color palette for my brand I definitely thinking on it now. I usually use the same couple of filters on my Instagram may I ask for my other accounts not so much. Thank you so much for the great info!

  • January 26, 2020

    Hi Jazmine, these are great tips for having a cohesive brand and image by using colour. I do have a colour palette for my blog, I’m just not good at design lol. It’s a work in progress but I really appreciate this post.


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