How To Properly Select Colour (Ai / Midjourney Can't Do This!)

Main ideas / lessons

• Selecting effective color schemes for design is tricky, but there are five proven methods that work well together.
• A strong color choice should come from both:
  • Structure (rules/percentages)
  • Strategy (message, audience, brand context, and color harmony)

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Method / rules & how to apply them

1) The 60 30 10 rule (with a variation)

This rule uses percentages to allocate three types of colors:

• 60% = dominant color (main background/major areas)
• 30% = secondary color (supporting areas)
• 10% = accent color (small, attention-grabbing details)

How to choose the colors:

• Pick the dominant color based on research in your brief/project.
• For a more subtle, relaxed design, choose a dominant color with less contrast relative to the 30% option.

• The accent color (10%) should contrast the dominant color. Accent colors can be used for:

  • Typography
  • Calls-to-action (CTAs)
  • Other small details viewers notice instantly

Variation: 50 30 10 10 rule

• Adds two accent colors instead of one:
  • 50% dominant
  • 30% secondary
  • 10% + 10% accents
• Works especially well when the two dominant colors are quite similar.

Note: These are guidelines—designers can adjust percentages slightly based on preference, project, and context.

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2) Color harmonies (guided by harmony types)

Use color harmonies to generate matching palettes.

Process:

1. Choose a base color
2. Select a harmony scheme such as:
   • Complementary
   • Analogous
   • Split complementary
   • (and similar harmony frameworks)

Tools mentioned:

• Adobe Color (free)
• Adobe Illustrator’s built-in color system (described as “a game changer” by the speaker)

What different harmonies are best for:

• Complementary schemes
  • Create high contrast and impact
  • Common in branding and advertising
  • Help designs feel memorable
• Analogous schemes
  • Use colors next to each other on the color wheel
  • Share similar hues
  • Create natural visual flow
  • Often used for calming and soothing effects

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3) Start with the emotion/message you want to communicate

Design colors should support the emotional response you want.

Examples:

• For youthful audiences:
  • Use bright, vibrant colors like yellows, oranges, pinks
  • These feel energetic and fun
  • Typography choices should also match the audience
• For emotional effects via color combinations:
  • Blue + green → calmness and relaxation
  • Red + yellow → urgency and energy

Extra factor: saturation, tints, and shades also influence perceived emotion.

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4) Consider the target audience and cultural context

Tailor color choices to the audience’s location and culturally associated meanings.

Examples:

• Brazil-focused designs:
  • Brazil’s flag colors (green, yellow, blue) are commonly used for related designs
• Different meanings for the same color:
  • Red
    • Western world: impulsive, associated with danger/emergency
    • China: associated with good luck and fortune

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5) Use the client’s brand identity first (and ask key questions)

Before choosing colors, evaluate the client brief.

Ask:

• Do they have a strong brand identity?
• Do they have an established color scheme?

They may provide:

• Hex codes
• Pantone codes

Guidance:

• You don’t have to use brand colors alone unless explicitly required.
• You can incorporate brand colors alongside other colors when appropriate.

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Speakers / sources featured

• Speaker (unnamed): The video presenter/teacher who provides the design and color-selection advice.
• Sources / tools mentioned:
  • Adobe Color
  • Adobe Illustrator (built-in color system)