Using color in product

For product UI like buttons, alert notices, signals, and error states, we use a subset of our full color palette. We mainly use shades of green, blue, red, and neutral to educate, guide, alert, and celebrate our users as they move through our product.

Four mobile eBay screens showcasing the different use cases of colors in eBay UI. First screen showcases the Performance section of the app, with various colors used in graph elements. The second screen shows a listings page a green alert notice banner with item tiles below. The third screen showcases item and image tiles with illustrations and product imagery. The fourth screen shows a featured events section with a yellow banner and product imagery.

Product palette

Red

Kiwi

Blue

Neutral

Product color strategy

Red, blue, and green are used semantically to indicate the sentiments of urgency, trust, and success/recency. Neutral is used to display informational hierarchy and statefulness.

eBay mobile Watchlist screen, showing selected active watched items. Includes a red ‘Delete’ button, a red ‘8h 8m left’ timer on an active watched item, and a red notification count on the cart button.

Critical

Critical colors indicate negative trends, destructive actions, time-sensitive content, and other important notifications that require urgent attention. These include error states, bulk delete buttons, and limited time left on items.

Item tile with product photo, title, and details, including a blue ‘Great price’ signal

Accent

Our accent color uses our primary brand color to draw attention to important information or actions. Accent colors do not indicate a positive or negative sentiment—their purpose is to guide and educate our users in components like signals and primary action buttons.

Success

Success colors show recency, validation, and savings. They indicate a positive sentiment and are used for things like success messages, confirmation indicators, and positive trends.

Light gray informational banner indicating your selling account has been deactivated

Neutral

Neutral colors are used in varying shades for informational, selectable, or deactivated content. This includes text like item titles, informational alerts, radio buttons, and text links.

Color tokens

Color tokens represent repeated decisions about how color is displayed throughout our system and provide ways to apply them consistently. They replace raw values with meaningful labels that convey intention. This ensures that color is used appropriately and remains accessible in any given context. To learn more, see Color tokens.

The foreground.primary token points to a title that reads “Sole Supremacy”. The background.primary token points the section background, the background.secondary token points to the summary data tile, and the foreground.success token points to the uptrend icon

Modes

If we consistently use semantic tokens, changing from light to dark mode is automatic. Each color or color combination has a dark-mode equivalent. Simply change modes to see light- vs. dark-mode colors.

Light and dark mode

Modes are a collection of semantic token mapings. Semantic tokens are named references that define the intended use of a color. They help maintain consistency and clarity across different contexts and themes, such as light and dark modes.

A single token can point to different values depending on the context. The context can be a change in device theme, form factor, or accessibility settings. Semantic tokens map a meaningful name to a core token.

When context changes, the reference values are updated automatically and the changes cascade throughout the system.

The hex value tokens points to the core tokens. These core tokens point to the semantic token “background.secondary”.

Themes

Theming allows the definition of semantic token mappings by context, so semantic tokens can be used consistently throughout designs.

Color themes

eBay Live and future themes build on our existing token structure.

eBay Live

Live-Dark is based on Evo-Dark, with updates limited to accent colors.

Live-Marketing is based on Evo-Light, with changes to background, accent, and inverse tokens.

Banner on top showing the Evo Light mode. Banner on bottom showing Live theme.

Other color libraries

We use a few additional color palettes in our product for things like data visualization and in-product marketing.

Data visualization

Data visualization components use their own set of colors to maintain accessibility. To view these colors and see how to use them, visit Data visualization.

A ‘Page views’ stacked area chart with four values in the legend. The Organic value is solid dark blue, the Promoted value is light blue with blue diagonal lines, the External value is solid blue, and the Store value is teal with blue horizontal lines

In-product marketing

In-product marketing uses an expanded color palette with more color families. This palette highlights inventory, tells stories, communicates emotions, and explains programs and ideas. To view these colors and learn how to use them, see Using color in marketing.