Colour influences perception before a word is read. It signals category (blue for trust, green for growth, red for urgency) and distinguishes a brand from its competitors. Getting colour right means understanding both the psychology and the competitive landscape.
We start every colour exploration with a competitive audit: plotting the dominant colours in the category to find white space. Differentiation is as important as connotation.
Primary, secondary and neutral palettes
A brand colour system typically includes a primary palette (one to three signature colours), a secondary palette for variety and emphasis, and a neutral palette for backgrounds, text and dividers. The relationship between these palettes determines whether the brand reads as bold, restrained, warm or cool.
Accessibility is non-negotiable
Every colour pairing we specify is tested for WCAG AA contrast compliance at a minimum. Accessible design is not a constraint — it is good design. A palette that cannot be read by a significant portion of your audience is a palette that does not work.
