Sun-warmed apricot orange Apricot Crush brings softness with energy.
What color is Apricot Crush?
A mellow apricot with an orange core—medium-high brightness, moderate saturation. Softer than coral, warmer than beige, with a creamy glow.
Why was it chosen as Color of the Year
- Blends comfort and optimism, matching post-pandemic healing moods.
- Fits food, wellness, and beauty categories that need approachability.
- Adds warmth to otherwise cool, gray-heavy digital products.
Apricot Crush values (HEX/RGB/CMYK/CSS copy)
- Coloro:
024-65-27 - HEX:
#E99460 - RGB:
233, 148, 96 - CMYK:
0, 36, 59, 9 - CSS:
--wgsn-2024-apricot-crush: #E99460;
color: #E99460;
background: rgb(233, 148, 96);
Warm or cool? Compared to nearby hues
Decidedly warm. Less sugary than peach-pink, softer than vivid orange. Compared to dusty rose, it carries more sunlight and can stand as a hero color.
Why does it feel premium? (Psychology & vibe keywords)
- Gentle friendliness: warmth lowers distance and builds trust.
- Natural fruit glow: hints at nourishment, sunset light, and wellbeing.
- Soft luxury: restrained saturation keeps it velvety, not neon.
4 palettes (fashion/home/brand/UI)
- Soft fashion:
#E99460/#F5F3EF/#0F172A/#94A3B8 - Warm interior:
#E99460/#1F2937/#E2E8F0/#A3B18A - Brand hero:
#E99460/#111827/#F59E0B/#0EA5E9/#F8FAFC - Friendly UI:
#E99460/#0B1220/#CBD5E1/#FDE68A/#10B981
How to use it (home/fashion/print/web)
- Home: walls or textiles in apricot, paired with linen, wood, and warm-white lighting.
- Fashion: knits, shirts, or accessories; mixes naturally with denim and beige khaki.
- Print/packaging: ideal for food/beauty as a base; anchor with charcoal type and light metallic touches.
- Web/UI: card backgrounds, CTA hovers, or glow gradients; keep text dark for contrast.
Pitfalls to avoid
- Too much sweetness reads juvenile—balance with slate blues, charcoal, or foggy grays.
- Glossy coatings can look plastic; pick matte stocks and fine textures.
- Avoid large blocks against saturated blues; buffer with deep blue or olive instead.
- Pure white text can wash out—add shadow/outline or shift to charcoal.
FAQ (4 questions)
Q1: What are the official values? Coloro 024-65-27, HEX #E99460, RGB 233, 148, 96, CMYK 0, 36, 59, 9.
Q2: Which brands suit it? Lifestyle, F&B, wellness, beauty/skincare, and any product seeking “warm yet refined” character.
Q3: How do I avoid excess sweetness? Pair with charcoal/gray/navy to ground it; use matte materials or textures.
Q4: Can it be a primary UI color? Yes, but keep it to cards or emphasis—not full-page fills—and check CTA/text contrast.