Colour is often the first thing people notice about your brand, sometimes before they read a single word. On social media, the right palette helps you stand out and be recognised.

Start with your personality

Bold and energetic brands often use bright, saturated colours. Calm, premium brands often lean towards softer or darker tones. Think about how you want people to feel.

Keep the palette small

• One or two main colours: the ones people will remember.
• Two or three supporting colours: for backgrounds, text and accents.
• A neutral: white, cream or near-black for balance.

Test it in the feed

Put sample posts in your palette next to screenshots of a busy Instagram feed. Do they stand out? Are they easy to read on a phone?

Check readability

Make sure text has enough contrast with its background. If it’s hard to read on a small screen, adjust it.

Use it consistently

Save your colours in your design tools and use them in every post, Story cover and ad. Consistency is what turns colours into recognition.