≈ Flood

Flood (#7177AE) is a medium, moderately saturated blue with a cool feel. It has a hue angle of 234° and a lightness of 59%. Its moderate saturation keeps it lively without shouting.

Blue is the most widely liked color and the default for trust. It lowers the sense of urgency, so it suits products that ask for confidence: money, health and software. As a mid-toned shade, Flood sits comfortably in the middle: present but not heavy.

Blue stands for calm, stability, loyalty and the sky and sea. It is also the color of sadness in English (feeling blue) and, in some cultures, of protection.

Flood is an easy supporting color. It is best as an accent, illustration or large heading color, with a lighter or darker partner for body text. Pair it with its tints and shades for a complete scale.

• Finance, banking and insurance
• Technology and software
• Healthcare and corporate identity
• Links and primary actions in interfaces

Egyptian blue, from about 2500 BC, is often called the first synthetic pigment. Ultramarine from lapis lazuli cost as much as gold; Prussian blue (about 1706) made deep blue affordable.

White text on Flood has a contrast ratio of 4.24:1 (fails for body text); black text has 4.95:1 (AA). WCAG AA needs 4.5:1 for body text and 3:1 for large text and interface parts. Do not rely on color alone to carry meaning: pair it with text, an icon or a pattern.