Colour in branding

Member lesson

Colour ratios and how much of each to use

Lesson 7 of 11 in Colour in branding.

How To Balance Your Color Palette – The 60-30-10 Rule · The Futur Academy
Lesson

A palette without ratios is half a specification. Five swatches on a page tell a designer which colours are permitted and nothing about how much of each, so five designers will produce five brands.

60 · the ground3010a palette without ratios is half a specification
A palette shown as the proportion of a surface each colour covers.
An ink drawing of five designers at a long table, each with the same five paint pots, holding up five posters that use the colours in very different amounts.
Five designers get the same five paint pots and paint five very different posters, because nobody told them how much of each colour to use.
Member

The rest of this is for members.

You have read the opening of this lesson. The rest of it comes with a membership.

One membership covers all four courses and Brands.

  • All lessons in the four Learn courses
  • All brand breakdowns in the Brands section
  • All quizzes, flashcards and crosswords
  • An AI teacher on every lesson, for up to 60 questions a day
  • All course material published during the membership

Price

Membership is from $12 a month on the Yearly plan, which is charged at $144 once a year. Lifetime access is $59, paid once.Membership is from ₹200 a month on the Yearly plan, which is charged at ₹2,400 + GST once a year. Lifetime access is ₹3,999 + GST, paid once.

Check what stuck

Members only

You can't take this check yet.

Members answer these 2 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Two posters use exactly the same five colours, but in opposite proportions. What does a viewer see?

    • Two unrelated brands, because ratio carries more recognition than the hues do
    • One brand, since the permitted colours are identical
    • One brand showing deliberate range, which is what a palette is for
  2. Question 2, locked

    Which of these words means this? “The proportion of a surface each colour occupies. The most neglected rule in any palette.”

    • Ratio
    • Coverage
    • Non-text contrast
    • Tonal ramp

Elsewhere in the library

Hear about new courses.

Leave an email and we will tell you when something new lands. We do not write often.