Palette FOMO? Build a brand color strategy that clicks
Why picking five ‘pretty’ colors doesn’t make your brand cohesive
You’ve seen the posts:
✨ Steal this aesthetic! ✨
✨ Swipe for the perfect palette! ✨
But here’s the thing: Color isn’t Pokémon. You don’t collect it—you commit to it.
What most people get wrong about brand color
Choosing the right colors is only half the story—how you use them is what really matters. A bold orange might be perfect for a call-to-action, but as a background? It’s chaos. That rich forest green? Elegant in small doses, but too much and it starts to smother.
Color ratios matter.
You can’t just drop five shades into a Canva template and call it a brand. The same colors can feel completely different depending on how they’re applied.
A good palette has structure. It has roles:
Primary – Your main color (usually the most recognizable)
Secondary – Adds range and flexibility
Accent – Used sparingly for contrast or emotional punch
Neutral – The glue that ties it all together
Without that structure? It’s just noise.
Why “Steal This Palette” is bad advice
When you grab a palette off Pinterest, you’re not stealing a system. You’re stealing a screenshot.
And that screenshot doesn’t know your:
Audience
Brand personality
Visual hierarchy
Content needs
What works for a slow fashion brand could completely flop for a tech startup. And those five aesthetic tones you love? They might all be midtones—no contrast, no hierarchy, no punch.
Because a palette isn’t a vibe. It’s a strategy.
Chromophobes, look away: color isn’t dangerous—it’s strategic.
A palette with no contrast, no hierarchy, and no guts? That’s not neutral. That’s nothing.
Same palette, different results
Take this beautiful combo over here for example.
Let’s say two brands use the exact same five colors:
Deep Indigo
Dusty Lilac
Warm Sand
Soft Black
Neon Pink (accent)
Brand A: Editorial Fashion or Creative Direction Studio
✅ Why it works:
Soft Cream keeps things clean and elevated
Indigo and Lavender add a sleek, modern edge
Pink is used sparingly—adding playfulness without losing polish
Black adds structure without overpowering
→ The result is refined, stylish, and high-concept. The layout and photography support a premium, fashion-forward feel without overwhelming the viewer.
Brand B: Bold Creative Agency or Startup
❌ Why it feels chaotic:
Indigo dominates the background—loud and intense
Punchy Pink becomes the main color, fighting for attention
Lavender and Cream fade into the background
The overall contrast feels unbalanced, making it harder to focus
→ Same colors, different ratios—and suddenly you lurch from premium to overpowering. Color isn’t just what you use; it’s how much, where, and why. Same ingredients, totally different recipes.
A quick rule of thumb? Aim for roughly 60 % primary, 30 % secondary, and 10 % accent. Adjust, test, repeat
So how do you land on the right recipe? Start with identity and audience. Are you the bold, outspoken type, or more grounded and calm? Does your crowd crave joy or transformation? Do you need to inspire trust, spark excitement, kindle urgency? Let those answers steer the hues you pick.
Next, lift the palette off the mood board and drop it into real life. Picture your website header—does the hero color sing or shout? Check the CTA button—does it leap off the page or hide in plain sight? Make sure the palette is both accessible on‑screen and punchy in print—nothing should fade in either format.
Glance sideways, too. A quick competitive sweep keeps you from blending in—or worse, looking like a knock‑off. You’re here to stand out.
Next week we’re spotlighting the color rebels—neon where you expect neutral and monochrome that somehow pops. Proof that “wrong” can be exactly right when it’s intentional.
Palette jitters are usually step one. If your colors feel chaotic, chances are your logo, messaging, or hierarchy is wobbling too. Color doesn’t live in a vacuum—it’s one gear in the brand machine. Want to see where the other gears might be grinding? Grab my free audit workbook “What’s Holding Your Brand Back?” It walks you through the five biggest blockers. You’ll spot gaps, fix them fast, and move on with confidence.