Proposal only, not live app styling. Three non-teal palettes on the same Direction B system: the wink-iris mark (open iris eye + closed lid), a shade card for every coloured lens, fact stickers and the lowercase "winkybaby" wordmark. Only colour and type change. Mocks use real facts only: free shipping from S$51 or 6 boxes, at least 18 months' expiry at dispatch, ships from Hong Kong, WhatsApp +65 8955 6205. The product name and S$28.00 price are placeholders. No star ratings, review counts or popups. Full tables and rationale: brand-directions.md, section "Colour round 2".
Lilac is the most common lens campaign colour in the scan (moody, Hapa Kristin, LENSME, OLENS) and is beauty-coded without being pink; a Cloud Dancer-like shell and Ink keep the lens colours in charge, as the audience research asks.
Every coloured lens on the same shade card, so you can compare them fairly.
Each shade backdrop is the lens family colour at 22% over white. Orchid stays in the chrome only (buttons, highlight word, active states), so a Lilac lens backdrop never competes with a lilac button: the Lilac backdrop (#E6E2EF) is greyer and lighter than Orchid. Only Ink text goes on backdrops (lowest 11.66); muted text drops to 4.31 on the Black backdrop, so muted text stays on the card body.
| on | Ink / CloudBody text on page | 16.39 | AA |
| on | Ink / Card WhiteText on cards | 18.50 | AA |
| on | Dusk / CloudMuted text on page | 6.06 | AA |
| on | Dusk / Card WhiteMuted text on cards | 6.84 | AA |
| on | Ink / OrchidPrimary button label (Ink on Orchid) | 7.17 | AA |
| on | Orchid / InkOrchid highlight word / announcement accent on Ink | 7.17 | AA |
| on | Cloud / InkAnnouncement bar, hero copy (Cloud on Ink) | 16.39 | AA |
| on | Deep Orchid / CloudLinks, prices, selected chips on page | 7.16 | AA |
| on | Deep Orchid / Card WhiteLinks on cards | 8.09 | AA |
| on | White / Deep OrchidAlt filled button (white on Deep Orchid) | 8.09 | AA |
| on | Ink / Lime FizzFact sticker (Ink on Lime Fizz) | 14.91 | AA |
| on | White / Go GreenSuccess toast | 5.01 | AA |
| on | Go Green / Card White"In stock" text | 5.01 | AA |
| on | Ink / CloudOrchid button: 2px Ink border on Cloud (non-text 3:1) | 16.39 | Pass (3:1 UI) |
| on | Orchid / InkOrchid button on Ink hero (edge, no border needed) | 7.17 | Pass (3:1 UI) |
| on | Orchid / CloudOrchid fill on Cloud with no border (edge) | 2.29 | Fail: never use |
| on | White / OrchidWhite on Orchid | 2.58 | Fail: never use |
Built on what the audience actually buys: mocha and latte shades dominate the catalogue and Pantone 2025 was Mocha Mousse, so the shell looks like the product; Cherry is a deep blue-red, clear of the coral/pink lens brands.
Every coloured lens on the same shade card, so you can compare them fairly.
Shade backdrops are the family colour at 22% over Cream, inside a Cream card with a Deep Mocha outline so they separate from the Latte Foam page. Brown shades need the outline most: the Mocha backdrop (#DED4CB) is close to the page colour. Only Espresso text goes on backdrops (lowest 10.18); muted text drops to 4.18 on the Black backdrop, so muted text stays on the card body.
| on | Espresso / Latte FoamBody text on page | 14.31 | AA |
| on | Espresso / CreamText on cards | 16.10 | AA |
| on | Cocoa / Latte FoamMuted text on page | 5.87 | AA |
| on | Cocoa / CreamMuted text on cards | 6.61 | AA |
| on | Cream / CherryPrimary button label (Cream on Cherry) | 6.69 | AA |
| on | Cherry / CreamCherry highlight word / sale price on Cream | 6.69 | AA |
| on | Cherry / Latte FoamCherry text on page | 5.95 | AA |
| on | Cherry / Latte FoamCherry button edge on Latte Foam (non-text 3:1) | 5.95 | Pass (3:1 UI) |
| on | Cream / Deep MochaAnnouncement bar (Cream on Deep Mocha) | 8.28 | AA |
| on | White / MochaMocha filled chip / secondary button | 5.79 | AA |
| on | Deep Mocha / Latte FoamLinks, eyebrows on page | 7.36 | AA |
| on | Deep Mocha / CreamLinks on cards | 8.28 | AA |
| on | Cream / CherryFact sticker (Cream on Cherry) | 6.69 | AA |
| on | White / LeafSuccess toast | 6.39 | AA |
| on | Leaf / Cream"In stock" text | 6.20 | AA |
| on | Cherry / MochaCherry on Mocha | 1.19 | Fail: never use |
| on | Cherry / EspressoCherry button on Espresso (edge) | 2.40 | Fail: never use |
| on | Espresso / #A47864Espresso on raw Mocha Mousse #A47864 | 4.31 | Large only; not used |
Butter yellow is the one beauty-friendly colour no lens brand in the scan owns, so it is the most distinctive against the pink crowd; Soft Lilac keeps a nod to the lilac lens campaigns and Ink keeps it legible.
Every coloured lens on the same shade card, so you can compare them fairly.
Shade backdrops are the family colour at 22% over white. Butter is kept out of backdrops so a Latte or Mocha lens never sits on yellow; Lilac lens backdrops are greyer than the Soft Lilac chips. Only Ink text goes on backdrops (lowest 11.61); muted text drops to 4.26 on the Black backdrop, so muted text stays on the card body.
| on | Ink / MilkBody text on page | 17.35 | AA |
| on | Ink / Card WhiteText on cards | 18.42 | AA |
| on | Pebble / MilkMuted text on page | 6.37 | AA |
| on | Pebble / Card WhiteMuted text on cards | 6.76 | AA |
| on | Ink / ButterText on Butter hero / Butter chips | 13.73 | AA |
| on | Butter / InkPrimary button label (Butter on Ink) | 13.73 | AA |
| on | Milk / InkAnnouncement bar body (Milk on Ink) | 17.35 | AA |
| on | Honey / MilkLinks, prices on page | 5.89 | AA |
| on | Honey / Card WhiteLinks on cards | 6.25 | AA |
| on | Ink / Soft LilacFact sticker / secondary chip (Ink on Soft Lilac) | 10.27 | AA |
| on | White / Go GreenSuccess toast | 5.01 | AA |
| on | Go Green / Card White"In stock" text | 5.01 | AA |
| on | Ink / ButterInk button edge on Butter hero (non-text 3:1) | 13.73 | Pass (3:1 UI) |
| on | Butter / MilkButter button on Milk page (edge) | 1.26 | Fail: never use |
| on | White / ButterWhite on Butter | 1.34 | Fail: never use |
| on | Butter / Card WhiteButter text on white | 1.34 | Fail: never use |