Industry Guide
Finance & Fintech
Stability, confidence, and momentum
Financial color design walks the line between trust (traditional dark navy and conservative palettes) and momentum (the modern fintech preference for confident primary blues and violet accents). Legacy institutions favor restraint; challengers favor confidence. Both are valid strategies for different market positions. Green represents growth and gains; red represents loss — these semantic assignments are non-negotiable in financial interfaces.
Key Design Principles
Green = positive/gains, Red = negative/loss — never use these for decoration
Dark navy communicates institutional trust for legacy audiences
Bright blue with violet accents positions as modern fintech challenger
Avoid yellow and orange in primary roles — they read as casual in financial contexts
Families to Approach Carefully
Tone in three words
Stable, confident, and precise — serious without being cold