How to Choose Brand Colors & How Many Should You Have?

The answer? It really depends. I know, sorry. That’s not the answer you were hoping for, but here’s the truth: when it comes to how to choose brand colors for your brand, there’s no magic number that works for every brand.

What matters more than how many colors you have is whether they actually work together and support what you’re trying to communicate.

So instead of giving you a set number, I’m going to walk you through how to choose brand colors that make sense for your brand.

Think About Your Ideal Client First

Before you even look at colors, get clear on who you are as a brand and who you’re designing for.

When you’re learning how to choose brand colors, it’s tempting to just pick your favorite colors and call it a day.

But your brand colors aren’t about what you personally love (even though yes, you should like them too). They’re about what resonates with the people you want to work with and the vibe you want your brand to have.

Here’s what to consider:

• What feeling do you want your brand to create? Trust? Warmth? Energy? Calm?

• What does your ideal client value? Luxury? Simplicity? Authenticity?

• What impression do you want to make in those first few seconds someone lands on your website or Instagram?

Color psychology is real. Certain colors naturally evoke certain emotions.

Warmer shades tend to feel energetic and approachable.

Cooler shades feel more calming and professional.

Understanding this helps you make intentional choices instead of just picking what looks nice.

Build Around One Main Color

The easiest way to choose brand colors that work together? Start with one main color that feels right for your brand.

Let’s say you land on a terracotta orange because it feels warm and grounded – that’s your anchor.

From there, you can pull in colors that naturally complement it.

Maybe a creamy neutral, a deeper rust shade, and a soft sage green. Notice how those all feel like they belong in the same world? That’s what you’re going for.

When you build from one color outward, you’re creating harmony instead of just throwing colors together and hoping they work.

Layer in Some Depth

Once you have your main colors figured out, you can add something that creates a little tension – in a good way.

This is where you might pull in a color from a different part of the spectrum to give your palette some range.

But the key is keeping it within the same mood or intensity as everything else.

So if your palette is warm and muted, your contrast color should also feel warm and muted – just different enough to be interesting.

Too much contrast (like pairing really bright neon with really soft pastels) can feel jarring. You want depth, not chaos.

Quality Over Quantity

Having a ton of colors doesn’t make your brand more interesting. It usually just makes it harder to use consistently.

A tight, intentional palette of 3-5 colors is way more effective than 10 colors you’re not sure how to use together.

Your palette should feel cohesive – like all the colors are part of the same story. If you’re constantly questioning whether certain colors work together, that’s a sign you might need to simplify.

How to Choose Brand Colors: The Bottom Line

Your brand color palette can have as many or as few colors as you need – there’s no rule. But it should always feel intentional.

The colors you choose should support your brand strategy, speak to your ideal clients, and work together in a way that feels natural (not forced).

If you’re still figuring out how to choose brand colors that feel right, that’s completely normal. Color is one of those things that seems simple but requires a lot of thought to get right.

Need help choosing brand colors that actually represent your business?

That’s where I come in! Every brand design project of mine includes a custom color palette built specifically for your business and your ideal clients – not just what’s trending.