Colour is often the first thing people remember about a brand. Yet many palettes are chosen in a meeting based on personal taste. Here is a better way.

Look at your competitors first

Line up the logos of your five closest competitors. If they are all blue, blue will make you invisible.

Give every colour a job

• One main colour people will associate with you
• One accent for buttons and highlights
• Neutrals for text and backgrounds

“If every colour has a job, your brand stays consistent.”

Finally, test your palette where it will live: on a phone screen in sunlight, on a printed flyer and on a shop sign.

Bugufi Studio

Notes from our strategists, designers and developers in Kigali. We write about what we learn on real client projects.

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