Color Systems for Brands

A brand color palette typically contains 3-5 colors: 1-2 primary colors (the brand's signature), 1-2 secondary colors (supporting and complementary), and 1 accent color (for calls to action and highlights). The 60-30-10 rule guides usage: 60% dominant color (usually neutral), 30% secondary color, 10% accent. Coca-Cola's red is used sparingly—most of their visual identity is white and black, with red as the signature accent. This restraint makes the red more powerful. Choose colors that evoke the brand's emotional territory: blue for trust (finance), green for health (wellness), orange for energy (sports).