Discover mckinsey.com design foundations
Learn how mckinsey.com uses colors and fonts to enhance user experience and design coherence.
Last update: 07/10/2024
ICONS
TYPOGRAPHIES
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
#ffffff
100
100
#f0f3ff
200
200
#bdcbff
300
300
#8aa3ff
400
400
#577bff
500
500
#2453ff
600
600
#0034f0
700
700
#0029bd
800
800
#001e8a
900
900
#001357
950
950
#000824
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
#f0f3ff
200
200
#bdcbff
300
300
#8aa3ff
400
400
#577bff
500
500
#2453ff
600
600
#0034f0
700
700
#0029bd
800
800
#001e8a
900
900
#001357
950
950
#000824
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
#f0f0f0
600
600
#d6d6d6
700
700
#bdbdbd
800
800
#a3a3a3
900
900
#8a8a8a
950
950
#707070
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
#ffffff
600
600
#e6e6e6
700
700
#cccccc
800
800
#b3b3b3
900
900
#999999
950
950
#808080
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.
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50
#47a7eb
100
100
#1991e6
200
200
#1474b8
300
300
#0f578a
400
400
#0a3a5c
500
500
#051d2e
600
600
#000000
700
700
#000000
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800
#000000
900
900
#000000
950
950
#000000
