Pure Onyx Black

Even before the reader sets their eyes on any text, be it your blog or social media page or even product packaging, an impression would have been formed by them. The impression is mostly generated based on color. Research done by the Institute for Color Research shows that in 90 seconds of seeing a product, an unconscious judgement is made by the individual, and up to 62 to 90% of that is determined purely by the color.

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If you have spent any time designing websites, mobile apps, or brand identities, you already know how much time disappears into color decisions. Should this button be #3B82F6 or a shade darker? Does your background-text contrast actually pass WCAG AA? Does your palette feel cohesive or just accidental? These are not small questions — they are the difference between a product that feels polished and one that looks like it was assembled in a hurry.

Most brand color decisions are made backwards. A founder picks a color they like, a designer builds around it, and six months later the brand feels slightly off — not wrong enough to fix, but not quite right either. The colors work in isolation and fall apart in application.