Minimal design has had something of a history this past few years. For many businesses it is precisely the style and palette which serves best. The use of a muted palette, particular clean and unadorned fonts, space keeping attention on the core message – be it text or graphic – not overloading the viewer with too much information all at once. These are all lessons which are useful in the armoury of marketing and branding.
The palette and style approach you choose should be made early in the whole process of brand management. Minimal, abstract, retro, nuevo retro, futurist, there are so many possible styles and design schemas. Choose what is relevant to you, your business and your targets.