The colors of the BULLEX Exchange are ‘black’ and ‘red’. Our first draft of the store design came about as a natural progression of these colors.
We brightened the red and added some orange highlights to make it more like a sport’s brand.
It was an attempt at claiming a color that could help differentiate the brand from other exchange websites.
Unfortunately, it didn’t test well. There was concern that the color would remind people of trade volatility due to red and orange usually being reserved for warnings in color codification.
In the final design, the main color that stuck was a blue tint, which is meant to embody youthful energy and security. The website should make people feel excited and not dwell on the downsides of trading.