There’s a lot more to choosing your brand colors than finding a few colors that look good together! Your colors are part of the overall look, feel, and vibe of your brand. So before you start picking out colors, think about what you actually want your brand to embody. How do you want it to feel? What do you want people to think when they see it? Once you figure that part out, narrowing down your colors gets a whole lot easier. If you are wondering how many colors should a brand have, how to narrow it down to those colors, and what your color palette says about you, then you are in the right place!

Before Choosing Brand Colors, Think About How You Want Your Brand to Feel

Before opening Pinterest or getting lost in a sea of color swatches, start with the bigger picture: How do you want your brand to look and feel? Think beyond just color. What is the vibe? What kind of impression do you want someone to have when they land on your website, walk into your space, or see your brand photos? If your brand had a smell, texture, or even a soundtrack, what would they be?

Write down all the words that come to mind, then narrow your list down to 3–6 words that embody your brand. These words become your filter for choosing everything from your brand colors to your fonts, photography, locations, and wardrobe.

Decide What Kind of Color Palette Fits Your Brand

Now, take those 3–6 words and think about what they would actually look like. This is where you start translating the feeling of your brand into a visual direction.

Does your brand feel warm or cool? Colorful or neutral? Dark and moody or light and airy? Bold and energetic or soft and calming? If your words are something like approachable, warm, natural, and relaxed, your colors might lean toward warm neutrals and earthy tones. If your brand is fun, energetic, and creative, you might want brighter colors and more contrast.

And remember, your colors don’t have to be super literal. A calm brand doesn’t automatically have to be blue, and a fun brand doesn’t have to be filled with bright colors. Think about the overall feeling your colors create when they’re used together.

How Many Brand Colors Should I Have?

So, how many brand colors should you have? A great place to start is with 1–3 main colors, a few accent colors, and one or more neutrals.

You don’t need to use every color every time you create something. Instead, think of your brand color palette as a little toolbox. Your main colors create consistency, your accent colors give you variety, and your neutrals give everything room to breathe.

Main Colors

When choosing your 1–3 main brand colors, go back to those words you picked to describe your brand and look for colors that bring that feeling to life. Start with one color you really love and that feels the most like your brand, then build from there. If you add a second or third color, make sure they complement each other and feel like they belong together. And don’t forget, you’re going to be seeing and using these colors A LOT! Choose colors you genuinely like, that you’ll be excited to use on your website and marketing, and even colors you’d be happy to wear or incorporate into your brand photos.

Add Accent Colors for a Little Fun

Next come your accent colors. Think of these as the splash of personality in your brand palette.

Accent colors are used more sparingly and can help add variety to graphics, website elements, social media content, props, or other visual details. They should complement your main colors rather than compete with them. This is also a great place to have a little fun! Your main palette may be relatively simple, while an accent color gives you that unexpected pop that makes your brand feel uniquely yours.

Don’t Forget Your Neutrals

Not everything can (or should) be colorful! Neutral brand colors give your palette balance and make your main and accent colors easier to use. Black, white, and gray are common choices, but they’re definitely not your only options. If your brand has a warmer feel, cream, beige, tan, or brown might fit beautifully. I like to thing of neutrals as the supporting cast. They may not always get the attention, but they help everything else work together.

Your Brand Colors Should Feel Like Your Brand

Ultimately, choosing brand colors isn’t about finding the perfect number or following whatever palette is trending this year. It’s about creating a visual system that consistently communicates who you are and how you want people to feel when they interact with your business.

Start with the feeling. Narrow it down to 3–6 words. Then build a palette with 1–3 main colors, complementary accents, and practical neutrals. And remember: your colors don’t exist in isolation. They can carry through your website, marketing, wardrobe, props, and brand photography, creating a visual identity that feels cohesive everywhere your customers encounter you.

About Lisa (aka LiLo)

Your brand isn’t just a logo or a website… it’s the way everything works together. I’m Lisa (aka LiLo), and I help you build a cohesive brand from start to finish: strategy, logos, photography, and Showit websites done in a week. No more DIY mess. Just a brand that makes sense.  My Branding Services | Get to Know Me | Follow on Instagram | Book a Free Branding Call