Brand Palette
A brand palette is not a mood board of nice colors. It is a system with rules: which color is primary, which is secondary, which is reserved for CTAs, which works on dark backgrounds versus light. The strongest brand palettes are small (3-5 colors) and have clear hierarchy. Spotify's green-black-white, Stripe's indigo-cyan-white, and Brainy's coral-cyan-black are all examples of palettes that work as systems, not collections.
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Related terms
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Color Palette
The defined set of colors a brand uses across all materials, typically including primary, secondary, accent, and neutral colors.
Color Psychology
The study of how colors influence human perception, emotion, and behavior. In design, it is the practice of choosing colors based on the response they trigger, not just how they look.
60-30-10 Rule
A color distribution formula where 60% of the design uses the dominant color, 30% uses a secondary color, and 10% uses an accent color. The standard ratio for balanced visual design.