Colour
C
Colour Swatches
The primary colors set a calm, professional tone and ensure brand consistency. The secondary colours add hierarchy, depth, and flexibility.
PRIMARY COLOURS
SECONDARY COLOURS
Beige is the dominant color (60%), ensuring a clean and minimal aesthetic. It serves as the primary background, while white (20%) is used as an alternative for the background to reinforce readability or help bring attention to necessary information. Ema green (10%) and charcoal (10%) function as background highlights, with the green breathing life into the visuals creating a recognisable visual style for Ema. The remaining colours help balance the palette,
Beige
#F7F6F2
White
#FFFFFF
Ema Green
#1E8844
Charcoal
#1F2430
Usage
COLOURS
Illustration Style
IL
Colours play a necessary role in creating clear and compelling visuals that support the copy and represent the brand as a whole. Ema green is the most noticeable element across all the visuals and is used with restrain to create a visual hierarchy in conjunction with the other colours to guide the flow of information.
Type Style
T
The rule for applying colors in typography is simple, Darker backgrounds make use of White for its type, while lighter backgrounds make use of Charcoal and black for its type. This ensures readability and clarity when reading text.
Ema learns continuously
from user and admin feedback in natural language.
Imagery Style
Im
A good eye for imagery creates the feeling of elegance and approachability that defines Ema. The proper use of colours with imagery contextualises the image, enhancing the user experience in terms of user understanding. Here are some examples of how Colours are used in conjunction with imagery.
