Color Palettes for Branding: Harmony with Purpose 🎨

Color with Jobs To Be Done

Every brand palette should do jobs: express personality, guide attention, and communicate state (success, info, warning, danger).

A Simple, Scalable Palette Model

• Brand primary (1–2 hues)
• Neutral scale (gray 50–900)
• Semantic colors (success, warning, error, info)
• Accent colors for campaigns

Accessibility First

I test both text and UI element contrast. Aim for WCAG AA minimum; AAA where feasible for core content.

Palette Provenance

Start from imagery, product context, or competitor whitespace. Use color tools to generate tonal ramps, then refine by eye with real components (buttons, cards, charts).