Design

Color

Roses are red.
Thumbtack is blue.
And also white space.
Is this a haiku?

Primary palette

We don’t need flashy colors to make a point, just a dash of Thumbtack blue, a little gray and black, and a lot of white space. These reliable colors allow other elements — like photography or copy — to bring Thumbtack’s personality to life.

Blue 600
005979
RGB - 0, 89, 121

Blue 500
007FAD
RGB - 0, 127, 173

Thumbtack blue
009FD9
RGB - 0, 159, 217
CMYK - 75, 21, 0, 0

Blue 300
79D2F2
RGB - 121, 210, 242

Blue 200
B2EBFF
RGB - 178, 235, 255

Blue 100
EAF6FA
RGB - 234, 246, 250

Black
2F3033
RGB - 47, 48, 51
CMYK - 72, 65, 60, 59

Black 300
676D73
RGB - 103, 109, 115
CMYK - 62, 50, 45, 14

Gray
D3D4D5
RGB - 211, 212, 213
CMYK - 16, 12, 12, 0

Gray 300
E9ECED
RGB - 233, 236, 237
CMYK - 7, 4, 4, 0

Gray 200
FAFAFA
RGB - 250, 250, 250
CMYK - 1, 1, 1, 0

White
FFFFFF
RGB - 255, 255, 255
CMYK - 0, 0, 0, 0

Variants of blue, black and gray can add depth to a design, but don’t overdo it.

Secondary palette

These colors be used for educational moments (like subtly drawing attention to new information) or for marketing (like a special announcement). Red is the only exception: it’s typically reserved for warning or error messages.

Purple 600
492782
RGB - 73, 39, 130

Purple 500
6637B6
RGB - 102, 55, 182

Purple
8D56EB
RGB - 141, 86, 235
CMYK - 61, 72, 0, 0

Purple 300
C9ACFD
RGB - 201, 172, 253

Purple 200
DFCCFF
RGB - 223, 204, 255

Purple 100
F5EFFF
RGB - 245, 239, 255

Indigo 600
383C80
RGB - 56, 60, 128

Indigo 500
4F54B2
RGB - 79, 84, 178

Indigo
5968E2
RGB - 89, 104, 226
CMYK - 72, 64, 0, 0

Indigo 300
96C2FF
RGB - 150, 194, 255

Indigo 200
CCE1FF
RGB - 204, 225, 255

Indigo 100
E8F1FD
RGB - 232, 241, 253

Green 600
054E33
RGB - 7, 78, 51

Green 500
16855B
RGB - 22, 133, 91

Green
2DB783
RGB - 45, 183, 131
CMYK - 74, 0, 66, 0

Green 300
73E4A2
RGB - 115, 228, 162

Green 200
C6F7DA
RGB - 198, 247, 218

Green 100
E1FDF3
RGB - 255, 253, 243

Yellow 600
714601
RGB - 113, 70, 1

Yellow 500
A77005
RGB - 167, 112, 5

Yellow
FEBE14
RGB - 254, 190, 20
CMYK - 0, 27, 98, 0

Yellow 300
FFDD80
RGB - 255, 221, 128

Yellow 200
FFEBB3
RGB - 255, 235, 179

Yellow 100
FDF7E7
RGB - 253, 247, 231

Red 600
7D0D10
RGB - 125, 13, 16

Red 500
B22D31
RGB - 178, 45, 49

Red
FF5A5F
RGB - 255, 90, 95
CMYK - 0, 80, 55, 0

Red 300
FFB0B0
RGB - 255, 176, 176

Red 200
FFD9D9
RGB - 255, 217, 217

Red 100
FFEFF0
RGB - 255, 239, 240

Color don’ts

Don’t dress up headlines by using color. Let 
the words speak for themselves.

Don’t overuse the blue.

Don’t add color overlays to photos.

Don’t substitute white space with 
tints from the secondary palette.

Putting it all together

Use Thumbtack blue for bold moments of emphasis.

Set the stage with white space. Let other elements, like copy, shine.

Use secondary colors to inform or delight.