MAGNT
Brand Identity • Framework

Color Palette Formulas: 3 Proven Systems

Most small businesses don’t need 12 brand colors. You need a palette you can actually use consistently: one primary, one accent, and a clean neutral system.

Back to Identity & Design Hub Deep dive: choosing colors

The 3 palette formulas

Pick one formula, then fill in your colors. The “1 + 1 + neutrals” formula is the safest default.

The “1 + 1 + Neutrals” palette

Most small businesses. Simple, consistent, easy to maintain.
Components
  • Primary color: Brand recognition + buttons/links
  • Accent color: Highlights, badges, small emphasis
  • Neutrals (3–5): Backgrounds, text, borders, UI structure
Example palette
Primary
#2563EB
Accent
#F97316
Neutrals
#0F172A, #334155, #E2E8F0, #F8FAFC
Tip: neutrals do most of the “work” in UI (text, backgrounds, borders).

The “Trust + Energy” palette

Service businesses that want to feel reliable but not boring.
Components
  • Trust color: Blue/green family for stability
  • Energy accent: Orange/yellow for CTAs and action
  • Neutral system: Keeps the brand from feeling chaotic
Example palette
Primary
#0EA5E9
Accent
#F59E0B
Neutrals
#111827, #6B7280, #E5E7EB, #FFFFFF
Tip: neutrals do most of the “work” in UI (text, backgrounds, borders).

The “Premium minimal” palette

Boutiques, studios, premium local brands—clean, calm, upscale.
Components
  • Deep primary: Luxury feel (navy/charcoal)
  • Soft accent: Muted highlight (gold/sand)
  • Warm neutrals: Creams and soft grays for calm UI
Example palette
Primary
#111827
Accent
#C9A227
Neutrals
#1F2937, #D1D5DB, #FAFAF9, #FFFFFF
Tip: neutrals do most of the “work” in UI (text, backgrounds, borders).

Quick rules (so it stays consistent)

Rules

  • Limit “brand colors” to what you can consistently use (usually 2 + neutrals).
  • Use neutrals for layout and readability; use brand colors for emphasis.
  • Pick one “CTA color” and use it consistently for primary buttons.
  • Test your palette on a real page layout (hero, buttons, form, footer).

Common mistakes

Using too many colors
Fix: Reduce to 1 primary + 1 accent + neutrals. Save extra colors for illustrations, not UI.
Primary color used for body text
Fix: Use neutrals for text. Brand colors should be accents, not long paragraphs.
No contrast testing
Fix: Check contrast on buttons and links so your site stays readable.
Next: check contrast accessibility

Want to document your palette properly?

Put your primary, accent, neutrals, and usage rules into a simple guidelines doc. That’s how you prevent “random colors.”

Use the Brand Guidelines Template Back to hub
Vik Chadha - Founder & CEO of Magnt | Serial Entrepreneur | Startup Advisor
Vik Chadha

Founder & CEO of Magnt | Serial Entrepreneur | Startup Advisor

Serial entrepreneur and branding expert. As a serial entrepreneur, he has created 20+ startups and products across various industries, from SaaS platforms to consumer applications. Founder of Magnt, advisor to 100+ startups, and thought leader in AI-powered branding. Helps small businesses create professional brands that rival Fortune 500 companies.

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