Color significantly influences brand perception. In the case of Hinge, the goal was to align the brand COLOURS with its core cultural principles: Inviting, Aesthetic, Insightful, and Aspirational. To achieve this, we broke away from the trend of digital perfection, embracing a more natural approach. Hinge's fundamental colors were black and white, serving as a canvas for the vibrant experiences their users sought. Through an extensive color study, we returned each hue to its organic state, removing the over-saturation that often keeps people glued to their screens. Our objective was to use color to transform the search for love into a more human-centered experience, ultimately encouraging users to step away from the app.