There are several ways to test color palettes. The most common methods include testing color perceptions before finalizing the color choice, usability testing of the final design, and A/B testing after the launch.

Testing color helps answer these questions:

• Which color palette do users prefer?
• Which color palette best represents brand values to the target audience?
• Do the colors in the interface help users complete their tasks?
• Which color combinations lead to better conversions?

Since color perception is highly individual, all color testing should involve real users — your product's target audience. Methods that rely on personas instead, such as cognitive walkthroughs, heuristic evaluations, or expert reviews, aren't very useful for this purpose.