Color Palette Generator

Find a color scheme that creates a visual impact and sets the right tone for your brand.

What is a color palette?

A color palette is a set of colors used together for designs. In branding, it refers to a color scheme that represents your brand identity. 

Your brand color palette can grab a consumer’s attention and help set the mood and tone for your brand. The set of colors you choose helps create a consistent brand image across assets such as your website, logo, business cards, and social media.

Primary colors from HubSpot's Color Palette Generator

Set the tone for your brand

Colors can evoke specific feelings and associations in a consumer’s mind. By carefully selecting the perfect set of colors for your brand, you can create a sense of excitement and innovation or trust and dependability.

With our free color palette generator, you can browse thousands of color palette recommendations to get inspiration for your brand.


Make a visual statement

With the right color palette, you can also create a seamless experience across your brand’s channels. Brand colors can be used in-store, in the office, on your website, for social media pages, advertising, and more.

Logo Creator from HubSpots Brand Kit Generator

Create a custom color palette for your brand

1. Pick your company’s main color in the color palette maker
Select your brand’s primary color. It'll be the color representing your brand the most and the foundation for the rest of your color scheme.

2. Choose your complementary colors
After you’ve chosen a primary color, our color picker automatically suggests three complementary colors for your brand. You can continue generating different color combinations until you have a scheme that creates the visual effect you want.

Choosing different shades of the same color creates a calm and harmonious feeling. However, if you want to generate more excitement, you can use contrast by choosing colors opposite one another on the color wheel (such as blue and orange).

3. Choose a color scheme from the generator
Our color scheme generator will provide several full-color palette options that add neutral tones to your chosen primary and complementary colors. Choose the best color palette for your brand based on the visual impression and feelings generated by the colors.

4. Customize your color palette
Customize your palette by editing any colors generated by the color palette creator until it is a perfect fit for your brand. Once you’ve selected your color palette, it will automatically be applied to the logo you created in the brand kit generator.

You’ll also get hex codes and swatches for each color so you can add them to a brand identity book and use them in templates and designs.

Frequently Asked Questions (FAQs)

  • When creating a color palette, you want to start with your primary color first — the color that most represents your brand. Once you have a primary color, you can select two or three complementary colors and one or two neutrals. 

    Your primary color should evoke the feeling you want people to experience when they see your brand. 

    Color theory and color psychology can be especially helpful when choosing primary and complementary colors. Here are some of the more common feelings associated with different colors. 

    • Blue: trust, competence, loyalty
    • Red: excitement, love, strength
    • Yellow: happiness, energy, creativity
    • Orange: friendliness, confidence, success
    • Green: nature, healing, freshness, growth
    • Black: security, class, formality
    • Brown: outdoors, friendliness, dependability

    Experimenting with color tints and gradients can also create different effects. For example, pastels create a more soft and calming experience than bold colors with high saturation.

  • You will use your brand color palette on marketing assets, such as your logo, website, emails, and social media posts. 

    You can also use it on business cards and packaging for physical products. This way, you can create a consistent brand experience so that consumers learn to associate your colors with your brand.

    Primary colors are often used in your logo and brand name. You can use complementary colors to highlight information on your website and neutral colors for text and background elements.

  • There are several ways to get inspiration for your brand color palette. First, you can start by using a random color palette generator. These color tools let you view several different color schemes and observe what feelings they create. 

    You can also look at competitors to see if there are colors that tend to show up in your industry. Once you’ve looked at the competition, you can decide if your brand should align with the rest or stand out.


  • Since different colors can evoke different feelings and associations, brand colors help set your brand's visual mood and tone. 

    By choosing a color palette, you can also create a more consistent brand presence online and in physical stores if you have them. As existing and potential customers get to know your brand, they’ll be able to identify you based on your colors.

  • You can include as many colors as you like in your palette, but they usually range from four to six colors. A palette typically includes one dominant (or primary color), two or three accent colors, and at least one neutral color for text.