Colour palettes that pass contrast and still look on‑brand
Introduction. Choosing a brand palette is more than picking favourite hues; it must also meet accessibility standards so every visitor can read your content. In this guide you’ll learn how to blend compliance with personality, avoid the most common color pitfalls, and create palettes that feel authentic while passing WCAG contrast checks. The result: a visually consistent brand that welcomes all users.
Start with brand intent and user needs
Before selecting any shade, define two key questions: What emotions does your brand want to evoke? And who are the primary audiences, including those with visual impairments? Answering these lets you choose hues that resonate emotionally yet remain legible.
- Map brand values to color psychology—trust and calm can lean toward muted blues.
- Identify high‑contrast pairings early; a dark navy text on a lighter teal background often satisfies WCAG AA.
Use contrast ratio tools in the design phase
Integrate contrast checks into your workflow rather than as an afterthought. By testing each primary, secondary, and accent color pair during wireframe creation, you avoid costly redesigns later. Aim for a 4.5:1 ratio for body text and 3:1 for large text or UI elements.
| Item | What it is | Why it matters |
|---|---|---|
| Primary color | Main brand hue used for headlines and key buttons | Sets the overall tone and ensures visibility on all backgrounds |
| Secondary color | Complementary shade that supports depth without conflict | Makes layouts feel layered while keeping contrast stable |
| Accent color | Spotlight hue for calls to action and highlights | Draws attention without overpowering the main palette |
Create a color hierarchy with saturation control
Adjust saturation levels to keep accent colors vibrant yet not overwhelming. Use lighter tints of your primary hue for backgrounds and darker shades for text, ensuring each element remains readable while preserving brand identity.
Avoid common contrast mistakes that break accessibility
Many designers rely on visual appeal alone, forgetting that color blindness affects perception. Over‑bright accent colors can clash with dark backgrounds, and too many similar tones cause confusion. Test with simulated vision conditions to catch these issues early.
Conclusion. Balancing brand personality with accessibility is achievable by anchoring your palette in clear intent, testing contrast throughout design, and managing saturation thoughtfully. Apply these steps now to build a color system that looks great and reads well for everyone. Start by auditing your current colors against WCAG guidelines—your users will thank you.
Image by: Leeloo The First
