Brand colours · Proptech
Brand colours for proptech startups
A ready-to-use palette for a proptech brand, tested for contrast and shown on a real app screen, pitch deck and business card. Copy the hex codes, or use it to see what good looks like before you choose your own.
Meet the sample brand
To show the palette working, we built it for a fictional proptech company.
How it should feel
Property portals use the same red and blue. Renters cannot tell one from the next. So Aangan goes a different way, using terracotta as its signature and sage for the moments that matter.
Fonts: DM Serif Display for headings, DM Sans for body text.
The palette
Four colours, each with one job. Click any swatch to copy its hex code.
Terracotta
#B95C3C · RGB 185, 92, 60A warm, architectural terracotta that feels like a home.
Sage
#8FA88A · RGB 143, 168, 138A calm green for verified badges and good news.
Slate
#232A30 · RGB 35, 42, 48Serious slate for prices and contracts.
Lime Wash
#F6F2EA · RGB 246, 242, 234A warm wall colour that flatters interior photos.
A good split: mostly light, dark for text, primary for key moments, accent sparingly.
The palette in use
Colours only prove themselves on real things. Here it is on the three places a proptech startup shows up first.
App screen
Pitch deck slide
Business card, front and back
Contrast check
Text must stay readable. We checked each pairing against the WCAG standard, where 4.5 to 1 passes for body text.
| Use | Sample | Ratio | Result |
|---|---|---|---|
| Body text | Aa Aangan | 13.0 : 1 | Pass AA |
| Text on primary | Aa Aangan | 4.5 : 1 | Pass AA |
| Accent on dark | Aa Aangan | 5.6 : 1 | Pass AA |
| Primary on light | Aa Aangan | 4.0 : 1 | Large text only |
| Light on dark | Aa Aangan | 13.0 : 1 | Pass AA |
What to know about colour in proptech
The palette is only a start. These are the traps we see most in this industry.
What the category already owns
Property portals use the same red and blue. Renters cannot tell one from the next.
Avoid
- Cold blue-greys that make homes look like offices.
- Busy patterns behind listing photos.
Put the palette on a listing card with a real interior photo, a price and a verified badge. That card is your product.
Choose your own in four steps
Use the sample as a reference, then make it yours.
Write your positioning
Colour follows strategy. Know who you serve and how you want them to feel first.
Map the competition
Screenshot five proptech competitors and note the colours they own. Pick a lane nobody holds.
Build four colours
A primary, an accent, a dark and a light. Check contrast before anything else.
Test it on real things
Your app, a deck slide and the place customers meet you offline. Fix what fails.
Questions
What are good brand colours for a proptech startup?
Start from a primary that the category does not already own. Property portals use the same red and blue. Renters cannot tell one from the next. The sample palette here uses Terracotta (#B95C3C) as the primary with Sage (#8FA88A) as the accent.
How many colours should a startup brand have?
Four is enough: a primary, an accent, a dark for text and a light for backgrounds. Use them roughly 60, 30 and 10 percent, with the accent the smallest share.
Can I use this palette for my own brand?
Yes, it is free to use as a starting point. Change at least the primary so it fits your positioning and stands apart from your competitors.
How does Astitva choose brand colours?
Astitva writes your brand strategy from a short brief, suggests a palette that fits it, checks the text contrast and then uses the same colours across your logo, brand book and pitch deck.
More for proptech founders
Every guide for this industry, in one place.
Get a palette made for your startup
Astitva writes your brand strategy from a short brief, picks colours that fit it, checks contrast, and uses them across your logo, brand book and pitch deck.
Start free with 50 credits