How to Choose Brand Colors for a Website

Choose colors that match a brand personality, create hierarchy, and support accessible content.

The essentials

Start by picking a primary color that matches the audience and purpose. Build supporting shades rather than choosing several unrelated saturated colors. Reserve accent colors for actions or highlights. Use neutral backgrounds to make text readable, and test combinations before launch.

Put the idea into practice

Experiment with these free tools. Review the generated code and adapt it to your own brand, user interface and accessibility requirements.

Keep improving your design

Test on desktop and mobile, check text readability, and keep your CSS and design tokens maintainable. Explore the complete ColorPremise tool library when you need another component or asset.