Hey! đź‘‹
Alright, let’s talk brand colors. You’ve got one, right?
But here’s the deal—just slapping it everywhere isn’t a strategy. Too much, and your site looks like a highlighter exploded. Too little, and people forget who you are.
Ever seen a website that’s drowning in one overpowering shade? Feels like a sensory overload. Or one where the brand color is barely noticeable? Missed opportunity.
The secret? Balance. Knowing when to go bold, when to hold back, and how to make your brand color work for you—not against you.
🧩 Approaches to Using Your Brand Color
Your brand color isn’t just for looks—it’s a functional element that directs attention and shapes user experience. The way you apply it can enhance usability, strengthen branding, and even influence conversions. Here are two strategic ways to put it to work:
The Dominant Approach (Main Color as the Primary Background)
Best for strong, bold brands that want a highly immersive feel (think Spotify’s black-green or Tiffany’s iconic blue). Works well when paired with neutral text and secondary elements to avoid eye strain.
Best used when:
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Your brand color isn’t too bright or overpowering.
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You balance it with ample white space and contrast.
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Text remains highly readable against it.
The Accent Approach (Main Color in Small, Strategic Spots)
Use your brand color sparingly for buttons, icons, section dividers, and hover states. This keeps your brand presence consistent but not overwhelming—allowing key elements (like CTAs) to stand out.
Best used when:
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Your brand color is vibrant or intense (reds, oranges, neons).
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Your audience values clean, minimal aesthetics.
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You want to direct attention to conversion-focused elements.
💡 Pro Tip: If you’re unsure, start with the accent approach—it’s easier to scale up than tone down.
🚀 Actionable Tip
Assess how you’re using your brand color—does it dominate too much of your site or barely show up? Ensure you’re using it in a way that directs attention effectively, whether that’s through strategic accents or balanced backgrounds. Make one adjustment, like refining how you highlight key elements, adjusting contrast, or adding variety with different shades, and monitor how it affects engagement.
Why This Matters
Your brand color isn’t just for aesthetics—it plays a crucial role in how users engage with your site. When used strategically, it:
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Directs user attention by creating a clear visual hierarchy.
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Reinforces brand identity, making your site instantly recognizable.
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Enhances readability and usability by ensuring contrast and clarity.
Get your brand color working for you, and your website will feel more polished, effective, and memorable.
Keep building better websites,
Adam Goetz @ Reciprocal
