Brand
Color
Choices
Learn how to choose brand colors for a tech company, from color meaning and competitor research to building an accessible palette.
Start With Meaning and Position
Quick answer: choose brand colors by defining your brand personality, checking what competitors use, picking one distinctive primary color, and building an accessible palette around it. Distinctive beats safe. Colors carry associations. Blue often signals trust, green growth, purple creativity and pink energy and boldness. Use those as a starting point, not a rule. Consider your audience as well. A playful consumer app can use bright, energetic colors, while a compliance tool may need a calmer palette.
Many tech brands use blue, which makes it harder to stand out. A less common color can make your brand easier to remember. Look at how your colors work with photography and illustrations, since they will often appear together.
Branding
Color
Build a Complete Palette
Primary color: the one color people should associate with you. Kites Design uses a pink to magenta gradient as its signature. Secondary and accent colors: support the primary and add variety for illustrations and charts. Data visualization needs its own palette, with colors that are easy to tell apart for people with color blindness.
Neutrals: blacks, whites and greys do most of the work in interfaces. Status colors: success, warning and error colors that stay clear and consistent. Avoid too many brand colors. A focused palette is easier to apply consistently.
Test Before You Commit
Check contrast for text and buttons to meet accessibility standards. Test the palette in real contexts: your website, app, social posts and dark mode. Document how much of each color to use. Many brands use the primary color sparingly for impact.
Define tints and shades of each color so designers have flexibility. Kites Design builds brand palettes as part of our branding service. Revisit your palette as your product grows, especially when adding dark mode or new product lines.
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