Color palette

A color palette is the small set of colors a product uses, each with a job. The palette shown here uses charcoal for text, blue for main actions, orange for highlights and a light gray for backgrounds.

Giving each color a fixed role keeps a product consistent. When blue always means "main action", people learn it once and recognize it everywhere.

Products from the same company often share one palette, so they feel like one family. An established brand usually has a brand guide that already defines its palette, so check it before creating a new one.