Color Palette

A color palette is a structured collection of colors chosen to represent a product, brand, or design system. It acts as a framework that ensures consistent visual language across all touchpoints, from user interfaces to marketing materials. A well-built palette balances aesthetics, functionality, and psychology, shaping how users experience and interact with products.

In UX and UI design, palettes are essential for establishing hierarchy and readability. Primary colors usually drive brand recognition and highlight key actions, while secondary colors provide flexibility for accents and supporting elements. Neutral tones often form the foundation for backgrounds, typography, and structure, ensuring that the interface remains balanced. This structured approach ensures that users can focus on tasks without unnecessary visual noise.

Real-world examples demonstrate how strong palettes shape identity. Spotify’s striking green combined with deep blacks and neutrals sets it apart in the music streaming industry while reinforcing energy and modernity. Meanwhile, LinkedIn uses a palette dominated by shades of blue to communicate professionalism, trust, and reliability. Each of these palettes becomes an integral part of the brand’s presence and user experience.

Palettes also live within design systems, where they are documented with clear rules for use. Systems often specify primary, secondary, and tertiary colors, along with states such as hover, active, or disabled. This consistency helps large teams deliver cohesive experiences across multiple platforms, ensuring that the brand feels unified regardless of whether users interact on mobile, web, or other devices.

Iteration and testing are also part of palette development. A/B testing button colors, backgrounds, or highlight tones can provide data on what resonates with users. Companies often refine palettes based on cultural feedback as well, since color meanings vary across markets. This flexibility allows global products to remain both effective and relevant in different contexts.

Learn more about this in our Creating a Color Palette Lesson, a part of the Color Psychology Course.

Key Takeaways

• A color palette defines consistent visual language across products.
• Designers use palettes for hierarchy, readability, and accessibility.
• Product managers connect palettes to brand goals and conversion metrics.
• Examples like Spotify and LinkedIn highlight palette-driven identity.
• Design systems ensure palettes are applied consistently at scale.
• Iteration and testing refine palettes for cultural and user relevance.