In-depth look into picking our color palette

Color choice in UI is really important, from how different cultures interpret each color, to how it affects people with disabilities and to how it scales across different types of quality displays. Picking our colors for EarlyBird required a bit of research, considering how our own culture interprets specific colors and identifying how certain colors can integrate into the brand. I discuss each color in greater detail below.


When deciding what color we wanted to use for branding purposes, many came up but we ultimately decided on orange for a few reasons. First, orange inspires confidence and we tend to associate orange with health. Vitamin C is in oranges and vitamin products often use orange in their packaging. Because orange is associated with health and our product is aimed at healthy breakfast, orange made a lot of sense to incorporate as a color for our brand.

Light Blue

We use light blue for selection purposes and only that purpose. The reason for using blue for selection purposes has to do with how blue is interpreted, not just in the western world but throughout the world. Blue is a color that is viewed positively in all regions of the world. That feeling is not applicable to every color and it varies by region and culture. Blue is associated with trust and calmness and we want our users to feel our product is trustworthy. In addition, blue is a safe color when it comes to accessibility. Blue can be seen by people who suffer from all three common color blindness.


Green is used for communicating monetary value. The reason behind this decision has to do with how our culture interprets money. In our media and pop culture, green is often associated with money. There’s actually a historical reasoning behind this. In the 1860s, the U.S. government faced a lot of issues with people counterfeiting money. The government started printing money with green ink and have done so ever since.


Black is used for titles throughout our app. The reasoning behind this decision has to do with how black is interpreted. Black is a very formal color and we want to convey our titles in our app in a formal fashion. Black made a lot of sense in achieving this goal but it’s also a very safe color, in terms of accessibility.


We incorporated gray as a color for our subtitles. The reasoning behind this also has to do with how gray is interpreted. Gray is still a formal color, but next to black, it’s less important and it embodies what a subtitle is really well. Gray and black are also safe colors and it allows people with disabilities to understand and interact with our app.


Red is part of our color palette but it’s used in a very limited fashion. Red is only used to communicate errors or operations that delete information. Red is a little tricky. Red is seen as a form of warning or way to get someone’s attention in the west but is seen entirely different in Asia, for example. In Asia, red is seen as prosperity or good luck. Red is also not a safe color, in terms of accessibility. To mitigate the negative effects of this, we use text in addition to the color to communicate errors or destructive operations.