Effective color-aware search of a collection of content associated with one or more images is enabled. Content and/or its associated images may be automatically associated with representative palette colors in a suite of color palettes. Color palettes may be of a variety of types and have a hierarchical structure in which lower levels enable increasingly subtle distinctions between shades of color. Color palette hierarchies may be effectively presented, and appropriate portions emphasized based on associated search result sets. Search result sets may be refined and/or reordered in accordance with color palette selections and/or representative confidences of color palette selections for items at least referenced therein.