How to Choose the Right Colour Palette for Branding (That Actually Feels Like Your Client

If you’re still picking colours based on “vintage green” or “warm beige” and calling it a day… bestie, let’s upgrade, because the truth is a colour palette isn’t just a moodboard section. It’s a whole freaking character in your brand story. And when you get it right? Chef’s kiss. Your brand suddenly feels alive, aligned, and un-copy-paste-able.

Welcome to the Olive St way of choosing colours, where we’re not just picking pretty swatches, we’re crafting tiny personalities in colour form.

First up: colour palettes aren’t templates.

They’re not “plug-and-play.” They’re not universal (and don’t let anyone convince you otherwise.)

Your client’s brand deserves custom flavor. Not something that looks like it came out of a Canva starter pack. Whether they’re a copywriter or a maximalist bakery, your palette should feel like them, not just look good next to their font.

So instead of asking “What colours are trending this year?” ask:

• How do we want people to feel when they see this brand?
• What’s the personality we’re trying to channel?
• What’s already living in your client’s brain Pinterest board?

The goal: colour choices that feel intentional, emotional, and alive.

Give your colours a backstory (yes, even the beige)

This is where we have fun at Olive St Studio, I once named a soft yellow after my client’s dog. Another client’s warm peach turned into “main character at a farmers market.”

And honestly? That’s the energy, because when you give your colours a personality, suddenly your palette isn’t just 6 swatches, it’s a whole story. It becomes easier for your client to connect with their brand. Easier for you to make creative decisions later and easier for their audience to remember it.

Try this exercise:

• Instead of “muted green,” what about “soft moss after rain”?
• Instead of “bright pink,” maybe it’s “Saturday brunch lipstick”?

Design REALLY isn’t about rigid rules. It’s about resonance ( feel good energy basically )

Your Palette Should Carry Weight 

Your colours should work. Like, actually do things.They should guide attention. Set tone. Speak your client’s vibe fluently.

We always anchor our palettes with:

• A brand hero, is the colour that owns the room (your lead)
• Supporting shades, are the besties that bring harmony
• A grounding neutral, keeps things balanced (but still interesting, pls no snoozy grey)
• A pop or wildcard – the moment that makes the brand unpredictable in the best way

No more 7 pastels that do the exact same job. Every colour earns its spot.

Make Space for the Client in the Palette

You’re not designing for yourself, You’re designing with someone.So let them be part of the process. Listen to how they describe their brand. Notice the way they light up when they talk about “vintage movie posters” or “sunlight through orange curtains.” That’s your palette hint.

You can literally ask,“If your brand was a season or a drink or a mood..what would it be?” and then translate that into colour. You’re the translator, aka slightly psychic colour whisperer hehe. 

Colour Palettes Shouldn’t Be Boring

If you’re still stressing over hex codes and colour theory wheels, take a breath.

Remember:

• colours aren’t rules. They’re tools.
• Give them a voice. Give them an arc.
• Let your client’s personality live in the palette.
• And for the love of beige… at least give it a cooler name.

You’re not just choosing colours, you’re building brands that feel like people.So go be bold. Go be weird. Go name your neutrals after your dog and let your palettes tell a story worth remembering.

And if you’re, a brand or business owner, ready to take things to the next level, then hi, we’re Olive St Studio.

We create modern, strategic, high-converting brands & websites that don’t just look good, they get real results. Want to see what we can do? Check out our latest projects and enquire to work with us.

P.S. If you’re a fellow website designer, we’ve got tons of resources to help you, like our signature web design course, coding hacks, and plug-and-play templates to make your workflow smoother than ever.

See you on the other side,
Olivia x