Color Palette
The defined set of colors a brand uses across all materials, typically including primary, secondary, accent, and neutral colors.
A color palette is not "pick your favorite colors." It is a system. Primary colors carry the brand (Spotify green, Mailchimp yellow). Secondary colors support layouts and backgrounds. Accent colors draw attention to specific elements. Neutrals handle text, borders, and spacing. The best palettes have clear hierarchy. You should be able to tell which color is dominant, which is supporting, and which is reserved for special moments. Stripe uses purple as dominant, with a gradient system for depth. Their palette is technically sophisticated but visually simple. Accessibility matters here. Color combinations need sufficient contrast ratios for text readability. A beautiful palette that fails WCAG standards is not a good palette.
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Related Terms
Visual Identity
The visible elements of a brand: logo, color palette, typography, imagery style, and layout patterns.
Brand System
The interconnected set of visual and verbal rules that work together to produce a consistent brand experience across every context.
Brand Guidelines
The rulebook that defines how a brand identity should be applied across every format, platform, and context.