Brand Boost Challenge #8 - COLOR Palette

Colors have so many different meanings. For instance, the color green typically represents natural, fresh, and environment. You can find helpful information regarding individual colors here. I won’t be going into each color, but just know there’s big business behind the colors of a brand.

That’s why it’s not something to take lightly. Colors are one of the major factors of your brand identity, and can make the difference between a customer choosing your product or service over another.

The task this week is to hone in on your color palette.

  • First, take a look at your current color palette. What colors are typically used across all your graphics, social, web, etc.?

  • Write them out if you don’t already have a current color palette document. OR (extra points here) consider making a very simple one at (free) by just using circles or squares. This allows you to see all your colors together on one simple document away from the distraction of graphics or text.

  • Next, take a good look at your competition’s color palettes. Look at the products, the web, the social images. Do you see any trends? Maybe you sell natural lotions and most of the competition businesses use the color green in one form or another. Or, although they use colors from all over the rainbow, maybe they’re all very lightly colored (in a variety of pastel hues). Or hey, maybe they’re all bright and bold. Take a good hard look.

  • Now I want you to think about what would stand out against the competition. In a sea of green, maybe a complimentary color of red would do it. OK, maybe that’s a bit extreme, but you get the idea. Think about a shampoo aisle. What brands stand out to you?

  • Once you figure out what stands out against the competition, think about what colors work with your industry that would also stand out. Maybe red is a bit bright for natural lotions, but a bright blue-ish green in a sea of pastel, light greens, would definitely look different.

  • Something else to consider, what type of photos you usually take or use. For instance, if you always post photos of you working in your office, and your office is bright pink, maybe that should be one of the colors in your palette that you incorporate so that everything is cohesive.

  • Once you have some colors you think work, play around with them in a program like,, or There’s endless possibilities, and it can suck you in for hours, but definitely spend some time playing around, before you finalize on something that works for you.

  • Once you’re set, make sure you document the colors by their HEX# (hexadecimal) for web, and even by their RGB and CMYK for future reference. For consistency, make sure you use the same colors in every place your brand shows up.