Set brand colors

Set primary, secondary, and accent brand colors, get automatic shade scales, and use them in AI designs and the editor.

Written By Andrei Terteci

Last updated 7 days ago

Your Brand Kit holds three brand colors: Primary, Secondary, and Accent. For each one Krumzi builds a scale of lighter and darker shades, and the AI Designer works from the whole set when the Brand Kit is on.

Before you begin

  • You need Pro, Ultra, or an active free trial.

  • Have your hex codes handy (for example #5A17DD). If you don't know them, you can pick colors visually.

Set a color

  1. Open Brand Kit from the sidebar and scroll to Color Palette.

  2. Click the Pick a color button under Primary, Secondary, or Accent.

  3. Drag on the color picker, or type a six-digit hex code into the field below it. The shade strip updates live as you go.

  4. Click Save. Click Cancel to throw away the change.

Repeat for the other two slots. You can leave a slot empty; the AI works with whatever you've set.

What each role means

  • Primary: the color people associate with you. Headlines, buttons, the dominant surface.

  • Secondary: a supporting color for backgrounds and secondary elements. It should sit comfortably next to the primary.

  • Accent: a small pop for calls to action and highlights. Use it sparingly.

Shade scales

Under each saved color you'll see a strip of eight shades, four lighter and four darker than your base color. They exist so the AI has tonal options: a very light tint for a card background, a deep shade for text, and so on. When a brand color would fail contrast in a design, the AI reaches for one of these shades before it reaches outside your palette.

Click any shade to copy its hex code to your clipboard. Handy when you need the exact value in another tool.

Clear a color

Hover over a color's label and click Clear. The slot goes back to empty and its shades disappear.

Where your colors show up

  • AI Designer: with the Brand Kit toggle on, generated designs use your palette. Ask for a different color in your prompt ("make it blue") and the AI will follow you instead.

  • Editor color pickers: your brand colors appear at the top of color popovers for text, shapes, and backgrounds, so you can apply them by hand.

  • Brand Kit panel in the editor: the Colors tab lists each role with its shades. Click any swatch to copy it.

Brand Mind and your colors

If you go through the Brand Mind interview, the palette you confirm there is written into these three slots automatically. That's the fastest way to get a coherent set. You can adjust any of them here afterwards.

How strict the AI is

Per-brand AI settings include a brand strictness option. "Strict" treats your palette as a hard rule, "creative" lets the AI extend it with complementary colors, and the default sits in between. Find it under Settings, in the AI section.

Tips

  • If you only set one color, make it the primary.

  • Pick colors that are clearly different from each other. Three shades of blue give the AI little to work with.

  • Generate a quick design after saving to see the palette in action, then tweak.