Provides brand color psychology and strategic palette development frameworks including Color-in-Context Theory, 60-30-10 Rule, color harmony systems, archetype color associations, Blue Ocean color differentiation, cultural considerations, and accessibility requirements. Auto-activates during brand color selection, palette development, color psychology discussions, and color strategy work. Use when discussing brand colors, color palettes, color psychology, color differentiation, color accessibility, color harmony, WCAG compliance, or color specifications.
Inherits all available tools
Additional assets for this skill
This skill inherits all available tools. When active, it can use any tool Claude has access to.
reference/templates.mdQuick reference for developing strategic brand color palettes grounded in psychology, differentiation, and practical application.
"62-90% of snap judgments about products are based on color alone." — Satyendra Singh, Management Decision (2006)
"Consistent color use can increase brand recognition by up to 80%." — Reboot Online Study
"Color appropriateness to the brand context may be the single most important factor." — Help Scout Research
| Metric | Value | Implication |
|---|---|---|
| First impressions based on color | 90% | Color creates instant perception |
| Brand recognition from consistent color | 80% | Consistency compounds over time |
| Snap judgments color-based | 62-90% | Color is not decoration—it's first impression |
| Time to form judgment | 90 seconds | The 90-Second Rule—color dominates |
The foundational principle: Color effects are neither universal nor arbitrary—they are context-dependent.
Key Principles:
Example: Red on a sale banner = urgency. Red on a health app = danger/warning. Red on Valentine's = love/passion. Context determines meaning.
When to Use: When making strategic decisions about color meaning for your specific brand context, audience, and industry.
The key insight: Color effectiveness depends on perceived fit with the brand, product, and context.
An "appropriate" color outperforms a theoretically "better" color that feels wrong.
Implication: Ask "Does this color fit THIS brand in THIS context?" not "Is this a good color?"
A color distribution framework that creates visual balance and hierarchy:
| Proportion | Role | Usage |
|---|---|---|
| 60% | Dominant/Base | Neutrals; backgrounds, large areas |
| 30% | Secondary | Primary brand color; headers, navigation |
| 10% | Accent | High-contrast CTAs, highlights |
Why it works: Creates visual hierarchy without overwhelming. Ensures the accent color draws attention precisely where needed.
When to Use: For all brand applications—websites, packaging, marketing materials, app interfaces.
Each brand archetype has associated color palettes that reinforce personality:
| Archetype | Color Associations | Psychology |
|---|---|---|
| Hero | Bold reds, blues, gold, black | Power, strength, achievement |
| Sage | Blues, muted tones, gray, white | Wisdom, knowledge, trust |
| Outlaw | Black, red, electric colors | Rebellion, disruption, danger |
| Innocent | Pastels, white, baby blue, pale yellow | Optimism, purity, simplicity |
| Explorer | Earthy greens, browns, oranges, blues | Adventure, freedom, discovery |
| Caregiver | Soft blues, greens, warm earth tones | Nurturing, trust, compassion |
| Creator | Bold, unconventional combinations | Innovation, self-expression |
| Ruler | Deep purples, gold, black, navy | Authority, luxury, control |
| Magician | Purples, deep blues, mystical tones | Transformation, vision, imagination |
| Lover | Reds, pinks, warm tones, sensuous colors | Passion, intimacy, indulgence |
| Jester | Bright, playful, multi-color combinations | Fun, humor, spontaneity |
| Everyman | Earthy, accessible colors, blues, greens | Relatability, belonging, trust |
When to Use: After defining brand personality and archetype positioning.
Based on traditional color theory (Isaac Newton's Opticks):
| Scheme | Description | Best For |
|---|---|---|
| Monochromatic | Single hue with tints, shades, tones | Sophisticated, cohesive feel (Spotify's greens) |
| Complementary | Opposites on wheel (blue/orange, red/green) | Maximum contrast, visual pop (use sparingly) |
| Analogous | Three adjacent colors (blue-green-teal) | Harmonious, soothing palettes |
| Triadic | Three colors equally spaced (120° apart) | Vibrant and balanced; one primary, others as accents |
| Split-Complementary | Base + two neighbors of complement | Good contrast with less tension |
When to Use: When constructing secondary and accent color selections after choosing primary.
Borrowed from Kim and Mauborgne's Blue Ocean Strategy: Find uncontested visual territory.
| Brand | Strategy | Result |
|---|---|---|
| Lufthansa | Yellow in an airline industry of blues/reds | Globally recognized differentiation |
| T-Mobile | Magenta in telecom | Instant recognition vs. blue/red competitors |
| Apple | White/silver in black/gray industry | Communicated purity and design-forward thinking |
| ING | Orange in conservative blue banking | Signaled innovation and approachability |
| Tiffany & Co. | PMS 1837 (trademarked) | Color alone triggers recognition without logo |
Key Insight: While conforming to industry color norms feels safe, strategic differentiation often creates more value.
Document every brand color in all four systems:
| System | Description | Use For | Format Example |
|---|---|---|---|
| HEX | Six-digit code for RGB | Web development, CSS | #FF0000 |
| RGB | Red, Green, Blue values | Digital screens, apps | rgb(255, 0, 0) |
| CMYK | Cyan, Magenta, Yellow, Black | Print materials | C:0 M:100 Y:100 K:0 |
| Pantone | Standardized spot colors | Brand consistency, premium printing | PMS 485 C |
Important Notes:
Color meanings vary dramatically across cultures:
| Color | Western | Eastern/Asian | Middle Eastern |
|---|---|---|---|
| White | Purity, weddings | Mourning, death | Purity, peace |
| Red | Danger, urgency, love | Luck, prosperity | Danger, caution |
| Green | Nature, growth | Youth, fertility | Islam, paradise |
| Yellow | Happiness, warning | Courage, royalty (Japan) | Happiness |
| Black | Sophistication, mourning | Power, health (China) | Mystery, evil |
| Blue | Trust, calm | Immortality (China) | Protection |
Implication: Always research color meanings in every target market. Be prepared to adapt.
| Standard | Ratio | Use Case |
|---|---|---|
| AA (minimum) | 4.5:1 | Normal text |
| AA (minimum) | 3:1 | Large text (18pt+) |
| AAA (enhanced) | 7:1 | Normal text |
| AAA (enhanced) | 4.5:1 | Large text |
| Mistake | Why It Fails | Instead |
|---|---|---|
| Using 6+ colors | Dilutes recognition, impossible to maintain | Limit to 3-5 with clear hierarchy |
| Copying competitors | Blend in instead of standing out | Audit competitors, find strategic gaps |
| Ignoring accessibility | Excludes ~5% of users (colorblindness) | Test contrast, never rely on color alone |
| Chasing trends | Trends age quickly; rebrand in 2-3 years | Choose timeless colors aligned with values |
| Prioritizing personal preference | Founder preferences ≠ audience psychology | Research audience, let data inform decisions |
| Cultural color blindness | Western meanings ≠ global meanings | Research target markets, adapt as needed |
| Inconsistent application | Erodes recognition, looks unprofessional | Document HEX, RGB, CMYK, Pantone specs |
Coca-Cola's red wasn't special initially—decades of consistent use made it iconic. Consistency builds recognition.
Complex palettes work in controlled environments but break in real-world application. The simpler your palette, the more consistently it will be applied.
People form product judgments within 90 seconds, and 62-90% of that assessment is color-based. Color is not decoration—it's first impression.
See reference/templates.md for: