Short version: A brand colour palette is a set of colours with rules for using them. It supports recognition while keeping text, navigation and other elements readable.
What to define: Give primary colours, accent colours and neutrals clear roles. A list of colour codes alone does not explain which combinations work together or how much of each colour to use.
Illustrative example: A brand might use a dark colour for text, a light background and a vivid accent for important buttons. Applying an equally strong accent to every element can make the main action harder to find.
How to test the palette: Apply it to a real headline, body text, button, product photograph and social post. Check text contrast against its background. Use labels or symbols alongside colour when communicating important states.
Record HEX or RGB values for digital use. For print, confirm the appropriate values and physical colour sample with the supplier. Include approved combinations in the guidelines so different people can apply the palette consistently.
Related terms: Visual identity, Brand identity, and Moodboard.