Colors
Guidelines
Colour is integral to the WORD story. The WORD colour palette is
friendly, bright and optimistic. These guidelines are the framework
upon which we have built our system for how color is used in WORD
COMMUNICATION OVER DECORATION
Although we value an aesthetically pleasing use of color, we
place a higher value on clear communication. Our use of color
should be purposeful, rational, and should serve to support the
purpose of the content.
COLOR SHOULD FOCUS ATTENTION
The use of color should help bring attention to what matters most.
Color should support the hierarchy of the page
Use restraint.
Color Palette
Primary Colours
Midnight Sky
#171649
Ruby
#E3185B
Secondary Colours
Lighter
#FFCEC9
Light
#FF9B91
Coral
#FF6F61
Dark
#D95346
Darker
#9F2A1E
Lighter
#B9CBFF
Light
#8DA3E3
Moody Blue
#6687FA
Dark
#4C609F
Darker
#2F4279
Lighter
#FFFAC3
Light
#FFF796
Electric Yellow
#FBEF62
Dark
#F8D648
Darker
#E5A619
Lighter
#B7FFF8
Light
#65DBCF
Aqua Green
#10B4A3
Dark
#169185
Darker
#075A51
Lighter
#BEFFF7
Light
#5DE3D5
Lilac
#7D64D3
Dark
#0B8D7F
Darker
#0B5850
Lighter
#F8F8F8
Light
#EAEAEA
Grey
#C6C6C6
Dark
#939393
Darker
#505050
Color Combinations
Use the following as a guide for how and when to use colors from
our palette together.
Color Usage & Accessibility
The following is a set of specific guidelines for when and how to use each color in our palette. As a customer-centric brand, we strive to make color decisions that are friendly toward all levels of vision. Our standard is AA, meaning our background-to-text contrast ratio should be at least 4.5:1. So, when designing things like buttons, cards, or navigation elements, be sure to check the contrast ratio of the color combinations.
Color Applications
Color in photography
Color in patterns and illustrations
Color in Typography
