Justification of Colour Palette

Neutral Tones: It is important for the website aesthetic not to draw attention away from the fabrics- which are essentially the core essence of the service. Our website will serve as a blank canvas for design- allowing the sheer volume of pattern to breathe and not be too overwhelming for the user.

Linear: The hand drawn nature of our aesthetic reflects the art and design industry- it was the preferred style of our consumer shown through their choice of font and their favourite brands. 

Colour is replaced with Texture: The website will not be deemed minimalistic with its neutral colour tones as these will be enhanced with texture- i.e masking tape, ripped paper. These hints will not take attention away from the fabrics but work as a structure around them.