How To Choose Brand Colors + Real-World Examples (2025) [Video]

A crucial part of building a successful business is defining its brand. One of the ways your business can create a memorable brand image is by carefully curating a signature brand color palette. Here’s how to choose the right colors for your brand, with examples of winning brand color schemes from Shopify stores and tips on using color from Sara Mote, cofounder of the Mote web design agency. 

What are brand colors?

Brand colors, often organized in a brand color palette, are the specific hues or shades used across your marketing and branding materials. Businesses prominently feature brand colors in key areas, like websites, typography, backgrounds, packaging, and photography. A typical palette includes at least three core colors and up to 10 secondary and tertiary colors.

A distinct color palette can create positive consumer associations and contribute to a unique visual identity that bolsters brand recognition. As Sara explains, “Brand elements such as typography, imagery, and color really come into play to …