Color is one of the most important elements of your brand identity. Just think of the blue in Facebook or the black and white theme in UBER. If you’ve developed a strong color story for your brand, stick with it. There is nothing more disorienting to a user then suddenly feeling like he or she has entered a different product space in the UI. Material Design provides a simple, smart approach to building harmonious color stories, regardless of whether you use the palette or apply your own color story to the system. The key is the way in which color is applied to the UI.
The Material Design palette, for example, starts with the primary 500s and scales from light to dark, offering a variety of carefully chosen values. The 500s are perfect for describing the dominant theme for your brand and are great for large areas of color, like backgrounds and status bars. From there, you can choose a supporting value, scaling up to a 700 for system bars, for example, or down to a 300 for secondary information. Accent colors are brighter and more saturated. They encourage user interaction by popping off the screen and contrasting with the rest of the palette. They are perfect for fabs, buttons, switches, and sliders.
You can easily use this system with your own brand color, scaling different elements in the UI to be darker and lighter based on their importance and use. Choosing a nice contrasting accent color for primary call-to-action elements in the UI, like FABs. For content-rich brands that surface a lot of color through imagery or use color extraction, consider using a more neutral or subtle color theme within your UI.