Discover apple.com design foundations
Learn how apple.com uses colors and fonts to enhance user experience and design coherence.
Last update: 07/03/2024
ICONS
TYPOGRAPHIES
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !@#$%^&*()
COLORS
CALL TO ACTION
The call to action color is specifically chosen to stand out on the page. It's used on elements that require user interaction or urgent attention, such as "submit" buttons, promotional banners, or important links.
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50
#e5f2ff
100
100
#b3d9ff
200
200
#80bfff
300
300
#4da6ff
400
400
#1a8cff
500
500
#0073e6
600
600
#0059b3
700
700
#004080
800
800
#00264d
900
900
#000d1a
950
950
#000000
HERO
The hero color is used to draw attention to the most important content on the page. It's the main color used on content above the fold.
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50
#ffffff
100
100
#ffffff
200
200
#ffffff
300
300
#ffffff
400
400
#ffffff
500
500
#f9f9fb
600
600
#d9d9e8
700
700
#b9b9d5
800
800
#9999c2
900
900
#7979af
950
950
#5c5c99
ACCENT
The accent color is used to highlight important elements on the page, such as headings, links, or buttons. It's a secondary color that complements the primary color scheme.
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50
#ffffff
100
100
#ffffff
200
200
#ffffff
300
300
#ffffff
400
400
#ffffff
500
500
#f4f4f6
600
600
#d7d7df
700
700
#bbbbc9
800
800
#9f9fb2
900
900
#82829b
950
950
#686882
BACKGROUND
The background color is the primary color used in the background of the page. It's a neutral color that provides a backdrop for the content on the page.
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50
#ffffff
100
100
#ffffff
200
200
#ffffff
300
300
#ffffff
400
400
#ffffff
500
500
#f9f9fb
600
600
#d9d9e8
700
700
#b9b9d5
800
800
#9999c2
900
900
#7979af
950
950
#5c5c99
SURFACE
The surface color is used to create depth and dimension on the page. It's a light color that's used on elements like cards, modals, and other surfaces that need to stand out from the background.
50
50
#9b9ba1
100
100
#818188
200
200
#68686e
300
300
#4f4f54
400
400
#36363a
500
500
#1e1e20
600
600
#050505
700
700
#000000
800
800
#000000
900
900
#000000
950
950
#000000
