Use Your Brand Colors Perfectly Every Time

Mastering Color Harmony: Crafting Engaging Brand Palettes with the Color Wheel and the 60-30-10 Rule

Color is a powerful tool in branding and design, capable of evoking emotions, setting moods, and conveying messages. The artful use of color harmony plays a significant role in creating visually appealing and cohesive brand palettes. By leveraging the color wheel and the 60-30-10 rule, businesses can design captivating color schemes that enhance their brand identity.

Understanding Color Harmony and the Color Wheel

The color wheel is a fundamental tool that categorizes colors based on their relationships. It consists of primary colors (red, blue, yellow), secondary colors (orange, green, purple), and tertiary colors (mixtures of primary and secondary colors). Understanding these relationships helps in creating harmonious color palettes.

Types of Color Harmonies

Analogous Colors

Colors that are adjacent to each other on the color wheel, such as blue, blue-green, and green. They create a soothing and unified feel.

Complementary Colors

Colors opposite each other on the wheel, like red and green or blue and orange. Complementary colors provide strong contrast and vibrancy.

Triadic Colors

Three colors evenly spaced around the color wheel, forming a triangle, like red, blue, and yellow. Triadic schemes offer a balanced yet dynamic look.

Applying Color Harmony to Brand Palettes

Establishing Brand Colors

Identify the primary brand colors that reflect the essence and personality of the brand. These colors serve as the foundation of the palette and should align with the brand’s identity, values, and target audience preferences.

Using the 60-30-10 Rule

This rule helps in allocating percentages of colors within a palette for a balanced and visually appealing composition:

  • 60% Dominant Color: The primary color dominates the majority of the design—often used for backgrounds or larger sections to create consistency.
  • 30% Secondary Color: A complementary or analogous color that supports the dominant color, used for elements like headers, sidebars, or secondary sections.
  • 10% Accent Color: A pop of color that adds visual interest and emphasis. Use this color sparingly for highlights, call-to-action buttons, or key elements to draw attention.

Crafting Brand Palettes Using Color Harmony

  1. Choose Dominant Colors: Begin by selecting the primary brand colors. Consider the emotions and associations each color evokes and how they align with your brand’s personality.
  2. Complementary and Supporting Colors: Use the color wheel to identify complementary or analogous colors that harmonize well with the primary hues. Experiment with shades and tints to find the right balance.
  3. Apply the 60-30-10 Rule: Allocate the percentages of each color within the palette. The dominant color should prevail, the secondary color complements it, and the accent color adds a striking touch.
  4. Test and Iterate: Apply the palette across various brand elements such as logos, websites, marketing materials, and social media graphics. Adjust as needed to ensure visual coherence and appeal.


Color harmony is a cornerstone of effective brand design, influencing how audiences perceive and engage with a brand. By leveraging the color wheel’s principles and adhering to the 60-30-10 rule, businesses can create cohesive and visually compelling brand palettes that resonate with their audience, convey brand identity effectively, and maintain visual consistency across diverse marketing channels. Mastering color harmony allows brands to stand out, leaving a lasting impression and reinforcing brand recognition in the minds of consumers.

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