A Color Palette is the defined set of colours that governs the visual identity of a project, scene, brand, or piece of artwork. It establishes the chromatic boundaries within which all visual decisions are made, ensuring that the combination of colours used across an image or sequence feels intentional, harmonious, and consistent with the emotional or narrative goals of the work.

Palettes can be defined in a range of ways: by listing specific hex codes or colour values for digital precision, by referencing an image or artwork whose colours should be matched, by naming a mood or era whose colour characteristics are culturally understood, or by describing relationships between hues such as complementary, analogous, or triadic. In film, a carefully considered colour palette is used by production designers, cinematographers, and costume designers to ensure that every visual element in the frame reinforces the same emotional tone. In branding, the colour palette is a core component of visual identity, encoding recognition and feeling into every piece of communication.

In AI image and video generation, specifying a colour palette in a prompt, whether by naming specific colours, referencing a mood, or describing a chromatic relationship, directly influences the tonal choices the model makes in its output. Morphic supports iterative generation that allows creators to refine and lock in palette characteristics across multiple outputs, helping teams maintain visual coherence across the full scope of a project.