Picking brand colours that work on screens and on paper

A colour that glows on your laptop can look muddy on a business card. Here is the checklist we use before any palette is approved.

• Contrast: text colours must pass accessibility contrast on every background.
• Print: test the main colours on real paper, not just on screen.
• Dark mode: check every colour on a dark background too.
• Roles: give each colour a job: action, highlight, background.

Fewer colours, clearer roles

Most strong brands use one or two signature colours and a calm neutral range. The fewer colours you have, the more each one means.