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Colour Palette



Art Director


Hinge’s previous palette was restrictive in its use and didn’t align with the reason and purpose of the app – to be a facilitator in forming meaningful connections.The challenge was to define Hinge’s palette to align with the brands' core values and distinguish its self from the sea of other dating apps. In a product focused on people, black and white puts the users at the forefront, allowing their personalities to shine.

In this digital age, we are spending more time on our devices and naturally many of the design practices favour keeping users online rather than offline. With a focus on colour, this brand refresh dials back on an over-saturated palette and tunes black and white to naturally occurring shades creating a less digital, more human experience that encourages less time on the app.