What is a colour palette?

A colour palette is the deliberate combination of colours that shapes the visual character of a brand. It creates recognisability, reflects brand values and ensures design consistency across all channels. Colour palettes are often based on strategic considerations regarding positioning and target group engagement. A defined colour palette ensures that the design works both functionally and emotionally – whether in web design, in print or on social media. A harmonious colour palette contributes significantly to brand identity and a professional appearance.