How can your colors push your brand forward, and what do you need to keep in mind when making decisions about your color palette?

Whether it’s a corporate identity, a product brand or something in between, color is an integral component in bringing a new brand name and logo to life. But where to start? Pantone’s widely used color matching system identifies nearly 2,000 different colors – that’s a lot to sort through.

You may have a favorite color, or one that you think works well for another brand, but how do you figure out what will work well for your brand?