Have you ever felt like the colors you use are… off? Maybe they clashed or didn’t match the type of photography you shoot. Color is a silent storyteller, and in branding, it’s one of the most powerful tools you can use with your photos.
In this guide, we’ll explore how color psychology can help you connect with your ideal clients, and equip you with the knowledge and tools to build a brand identity that truly reflects your unique style and vision.
Understanding the ‘Why’ of Color For Photographers
Colors aren’t just visual elements, they have the fascinating ability to bring out emotions and associations with your brand, if used correctly, they can guide the viewer to what’s important and what’s not.
As a photographer, understanding this power of color psychology can be a game-changer for your images and your online presence.
Be intentional when picking your colors to ensure an unforgettable first impression.
When picking your color palette, it’s best to choose pleasing combinations of colors that create a sense of balance and visual interest.
Complementary colors, opposite each other on the color wheel, can add a vibrant pop, while analogous colors, neighbors on the wheel, create a more calming and unified feel. and triadic colors, with 3 colors spaced evenly on the wheel, create a vibrant and lively feel.

Using the color wheel and its color schemes, complementary, triadic, analogous, etc, is a great place to start to see which colors will go together for your brand. You can explore more color combinations and the color schemes mentioned with the Figma color wheel tool
But there are millions of different color combinations and knowing where to start for your photography brand may be overwhelming so here are some ideas to get started in picking your color palette
Color palettes Ideas for Photographers
Choosing the right colors for your photography brand can be tricky so I’ve created some color palettes to help you get started in picking the the right color palette that matches your photography niche!
Soft & Airy | Bold & Contrasting | Earthy Tones | Sophisticated | Playful & Vibrant | Luxury & Wealth | |
Lifestyle & Portrait | ✓ | ✓ | ✓ | ✓ | ||
Editorial | ✓ | ✓ | ✓ | |||
Family & Kids | ✓ | ✓ | ✓ | |||
Nature | ✓ | ✓ | ✓ | ✓ | ||
Wedding | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ |
Elopement | ✓ | ✓ | ✓ | |||
Documentary | ✓ | ✓ | ||||
Portrait & School | ✓ | ✓ | ||||
Event | ✓ | ✓ | ✓ | |||
Boudoir | ✓ | ✓ | ✓ |

Soft & Airy: Features light and calming colors like whites, creams, pastels, and light blues. They evoke a sense of timelessness, elegance, and natural beauty.

Bold & Contrasting: These palettes use contrasting colors for a dramatic and impactful look. Oranges blacks, whites, pops of yellow, or emerald green.

Earthy Tones: Inspired by nature and features browns, and creams. They create a sense of serenity and connection to the outdoors.

Sophisticated: Exude elegance and timeless beauty with blush pinks, ivories, soft golds, blacks, and whites.

Playful & Vibrant: These palettes are full of energy and joy with bright yellows, blues, greens, and oranges.

Corporate professional: Uses variations of blues, whites, and blacks that show prosperity and success, ideal for if you are a headshot photographer or shoot white collar events/people

Wealth and luxury: deep greens with ivories, blacks, whites, or a touch of pink give a sense of wealth and vitality.
How to Create Your Photography Brand Color Palette
And now pick the colors that complement your photography style, but what is your photographic style?
Before you create a color pallet you first have to define your style. I’ve made a brand tool kit for photographers that guides you step by step on how to find your photographic style, create a mood board, and more.
It is made to be used alongside The photographer’s guide to a unique brand identity post which I recommend you read if you’re serious about creating a memorable photography brand.
Step 1: Define your style
If you haven’t done so yet create a mood board to visually represent the feeling you want to capture with your photography. Gather images, textures, and color palettes that resonate with your vision.
Look at other photographers you admire, browse design websites, or even explore fashion trends that inspire you. you can create a board on Pinterest or use Canva to get started
Next, write down keywords that describe your photographic style. Are you light and airy? Bold and dramatic? Earthy and natural? These words will become your guiding light when choosing colors.
and remember to keep into account the type of clients you want to attract. What’s their ideal photography experience – what kind of atmosphere would connect with them?
Here are some examples to illustrate this step:

A light and airy wedding photographer: Their mood board might be filled with images of soft, white dresses, sun-drenched fields, and pastel floral arrangements.
Keywords could be “romantic,” “ethereal,” and “timeless.” Their ideal client envisions a wedding day filled with delicate beauty and natural elegance.

A landscape photographer drawn to dramatic mountain ranges: Their mood board could showcase rugged peaks, vibrant sunsets, and stormy skies.
Keywords might be “majestic,” “powerful,” and “awe-inspiring.” Their target audience seeks an adventurous and dramatic visual experience.

A playful and vibrant kids and family photographer: Think sunshine, laughter, and colorful playdates! Their mood board might feature images of kids jumping in puddles, families on picnics with bright checkered blankets, and colorful balloons adorning birthday parties.
Textures could include playful polka dots, stripes, and natural elements like grass and wood. Color palettes overflowing with bright yellows, blues, greens, and pops of orange would likely dominate the board. Words like “joyful” and “energetic” to describe their style.
This photographer caters to families who value capturing the energy and spirit of their loved ones
Take the time to understand your vision and target audience and you’ll be well on your way to developing a color palette that truly reflects your unique style.
Step 2: Building your Photography Brand Color Palette
Here’s where the fun begins! Your core color palette should consist of 2-3 main colors that form the foundation of your brand identity and 1-2 accent colors.
These colors will be used consistently across your website, social media, marketing materials, and potentially even your editing workflow
Your color palette has to be practical not just pretty
The important step here is to choose accent colors that stand out from your core colors. Your color palette has to be practical not just pretty. Why? because we are using these colors to guide the viewer and if the colors blend together, then it is going to be hard to tell them what to do next, especially for your website
Refer back to your mood board and any color palettes you found inspiring. Look for colors that match your brand keywords and the emotions you want to draw out.
I use tools like Coolors, Figma Color Wheel, and Encycolorpedia to help me with this step. Remember to use triadic, complementary, or analogous color schemes for harmony.
There’s no one-size-fits-all approach. Experiment with different color combinations and see what feels right for you. In the next section, we’ll discuss how to put your carefully crafted palette into action!
Step 3: How to use a color palette effectively for your website and designs
If you have never applied a color palette it can be a bit hard to decide which colors to use and where. And if used incorrectly it can be hard for the viewer to focus or know what to do next.
I use an interior design technique called the 60/30/10 color rule:
- 60% for a primary color for a strong foundation
- 30% for a secondary color for variation
- 10% for an accent color to add pops of interest.
This helps keep balance in your designs, keeping visual harmony and directing your audience to where you want them to look without overwhelming them.
It also helps you pick your colors, limiting yourself to 3 colors is a great start, but this is more of a guide than a rule, you can choose more than 3 colors.

Now to figure out which colors work together.
Start with your primary and secondary colors as background colors because these will be seen the most.

Add your short headline and body text to each background color and check if it is easy to read. If the text is too hard to read, change it to another color until you can read it easily.
Alternatively, you can use a color contrast checker tool that calculates the contrast ratio of text and backgrounds making your color choices more accessible. It follows the Web Content Accessibility Guidelines (WCAG).
Here, you can learn more about the use of color, so your color palette meets the WCAG Guidelines.

Now add your accent colors for links and a call to action (CTA) button to each background. check which works with each background color. Remember it’s a CTA so you want it to stand out from your background

Next up design elements that may be used in your design. Best to avoid using the same colors as your CTA, the point of the CTA is to guide the viewer and the design elements add personality to your design

Now go back and check that you are following the 60/30/10 color ratios in your design, are your CTA standing out or being overpowered by other elements? Is there balance in your colors? check and re-adjust.
I learned this technique from The Futur Creative Director, Greg Gunn, you can check out his explanation of how to apply a color palette here:
Your color palette is probably the most recognizable element of your brand identity. And when you extend your photography with colors, people will recognize your brand easily.
If you’re feeling lost in a sea of color options, don’t hesitate to reach out! As a branding expert, I can guide you through the process, helping you translate your unique vision into a captivating color palette that will make your brand shine.
Let’s work together to turn your vision into a reality – contact me today and let’s unlock the power of color in your photography brand! See below