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Color Palette

The set of colors identified to represent the business, and to be used consistently across all external-facing materials.

Why does it matter?

Just like a logo, having a color palette feeds into creating a consistent user experience and brand recognition, and avoids customer confusion.

How does it apply?

For B2C and B2U product companies, the brand color palette and product color palette are often synonymous. For more complex B2B product companies, subtle adjustments in the palette are common to enhance usability.

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