How do you create a pantone color palette that reflects your brand identity and message?

In my experience, it’s also important to pick colors that resonate with your target audience. This can be achieved by doing some market research and working to understand and utilize color psychology, as detailed below. Further more, it’s important to consider what your competitors in the industry are using so as to not be confused with them in color or logo mark.

Beware of general research on color psychology and trends, especially when aggregated in a blog post or piece of "content." There's little actual science and few shortcuts regarding color associations, meanings, and feelings. Instead, know the market you'll be operating in, and what's going on in different corners of that market. Emulating bigger or more successful players is possibly helpful short-term, but may only delay the real reckoning - distinguishing yourself visually, on your own terms, in your own language. Succeed and you'll exude a wisdom, having immersed yourself in the issues and contradictions of a recognized player, yet also *not* a player. Find your own path in a way that's accessible to your ideal prospects.

As a brand designer, I don’t start with Pantone or use it as a primary source for my color choices. I solely reference it in print design when a specific (spot) color is needed. I think writing a general article on the use/process of choosing color in design and having Pantone as a section is far more appropriate. I use hex codes when I choose colors and then find the accompanying Pantone and/or CMYK value. Choosing hex codes first is an especially valid way of working with color in the age of digital design and marketing.

Slightly off-topic, but Pantone is a brand name and registered trademark and should therefore be capitalized. This type of oversight is concerning and immediately removes credibility from the article in my opinion. Edit: Now that I see this article was written “with the help of” AI (and obviously without the help of a human proofreader), it makes far more sense. Can’t say I’m impressed and will likely ignore these stories moving forward.

Brand colors should come together like the notes in a chord and you want to make sure its in tune. Use your color research to choose a palette that represents your brand's values. Then add to that main chord with secondary and accents colors. Test your primary and secondary colors in gradients and combinations to make sure there are no sour notes. A soft pink and rich green can combine to a murky brown and that's probably not what you want. Sometimes you can assign your color groups to represent different brand values or functions and that creates distinction while keeping harmony.