# #7b40d4

A color — cool, vivid, technical, modern. Deterministic analysis from BrandSweets (no inference).

## Values

- Hex: `#7b40d4`
- RGB: rgb(123, 64, 212)
- HSL: hsl(264, 63%, 54%)
- OKLCH: oklch(0.526 0.213 296.6)
- Relative luminance: 0.1263
- Nearest named color: Hokkaido Lavender (#7736d9, Δ 2.039) — https://brandsweets.com/colors/hokkaido-lavender
- Moods: cool, vivid, technical, modern
- Page: https://brandsweets.com/colors/7b40d4

## Tints & shades

- Tints (toward white): #8650d7, #9565dc, #a076e0, #af8be5, #ba9be8, #c6acec, #d4c1f1, #dfd1f5, #eee6f9, #f9f7fd
- Shades (toward black): #6d2ecc, #622ab7, #5725a2, #4c208d, #411b79, #351764, #2a124f, #1f0d3a, #140825, #090411

## Harmonies

- Complementary: #98d440
- Analogous: #404fd4, #c540d4
- Triadic: #d47b40, #40d47b
- Split-complementary: #d4c540, #4fd440
- Tetradic: #d4404f, #98d440, #40d4c5

## Colors that go with #7b40d4

Named partners (harmony on the OKLCH wheel, co-occurrence in curated palettes and brand systems, and the neutrals that carry it), best first:

- **Royal Blue** #4169e1 [harmony, pool: analogous] — Royal Blue is #7b40d4's neighbour on the wheel, so the two read as one family — use it for hover states, gradients and secondary surfaces. Seen in: Yahoo (https://brandsweets.com/colors/brands/yahoo-com), Stripe (https://brandsweets.com/colors/brands/stripe), Wayfair (https://brandsweets.com/colors/brands/wayfair-com), Guinness (https://brandsweets.com/colors/brands/guinness-com). — https://brandsweets.com/colors/royalblue
- **Sea Green** #2e8b57 [harmony, pool: split] — Sea Green is a split-complement of #7b40d4: nearly opposite, so it still pops against it, without the vibrating edge of a true complement. Seen in: Next.js (https://brandsweets.com/colors/brands/nextjs-org), Jack Daniel's (https://brandsweets.com/colors/brands/jackdaniels-com), Netflix (https://brandsweets.com/colors/brands/netflix), Paramount+ (https://brandsweets.com/colors/brands/paramountplus-com). — https://brandsweets.com/colors/seagreen
- **Charcoal** #36454f [role, pool] — Charcoal is the text near-black for #7b40d4: softer than #000 and cool enough to feel like part of the same palette. Seen in: Hinge (https://brandsweets.com/colors/brands/hinge-co), Jack Daniel's (https://brandsweets.com/colors/brands/jackdaniels-com), Starlink (https://brandsweets.com/colors/brands/starlink-com). — https://brandsweets.com/colors/charcoal
- **Crimson** #dc143c [pool] — Crimson is paired with #7b40d4 in 5 real palettes, including Gemstone and Marvel's brand system, as the accent. Seen in: Gemstone (https://brandsweets.com/palettes/vivid#gemstone), Marvel (https://brandsweets.com/colors/brands/marvel-com), Wells Fargo (https://brandsweets.com/colors/brands/wellsfargo-com), Netflix (https://brandsweets.com/colors/brands/netflix). — https://brandsweets.com/colors/crimson
- **Midnight Blue** #191970 [pool] — 5 real palettes, including Lavender Haze and Kraken's brand system put Midnight Blue beside #7b40d4, as that palette's text colour. Seen in: Lavender Haze (https://brandsweets.com/palettes/playful#lavender-haze), Kraken (https://brandsweets.com/colors/brands/kraken-com), Discord (https://brandsweets.com/colors/brands/discord), Marvel (https://brandsweets.com/colors/brands/marvel-com). — https://brandsweets.com/colors/midnightblue
- **Taupe** #483c32 [pool] — Taupe is paired with #7b40d4 in 4 real palettes, including Superhuman's brand system and Obsidian's brand system, as the lead colour. Seen in: Superhuman (https://brandsweets.com/colors/brands/superhuman-com), Obsidian (https://brandsweets.com/colors/brands/obsidian-md), Datadog (https://brandsweets.com/colors/brands/datadoghq-com), Nikon (https://brandsweets.com/colors/brands/nikon-com). — https://brandsweets.com/colors/taupe
- **Olive Green** #808000 [harmony: complementary] — Olive Green sits directly opposite #7b40d4 on the wheel — the strongest contrast one hue can give another, so use it small: a button, a link colour, one highlight. — https://brandsweets.com/colors/olive
- **Blue** #0000ff [pool] — 3 real palettes, including Zillow's brand system and Signal's brand system put Blue beside #7b40d4, as the lead colour. Seen in: Zillow (https://brandsweets.com/colors/brands/zillow-com), Signal (https://brandsweets.com/colors/brands/signal-org), Pixar (https://brandsweets.com/colors/brands/pixar-com). — https://brandsweets.com/colors/blue

## Contrast (WCAG 2.x, as text)

- On white (#ffffff): 5.96:1 — AA pass, AA-large pass, AAA fail. Fix: AAA: text → #6f2fd0 (7.02:1)
- On black (#000000): 3.53:1 — AA fail, AA-large pass, AAA fail. Fix: AA: text → #8c59d9 (4.55:1); AA: background → #e0e0e0 (4.51:1); AAA: text → #ac86e4 (7.28:1)

## Fonts for this mood

- technical: https://brandsweets.com/fonts/mood/technical
- modern: https://brandsweets.com/fonts/mood/modern

## Palette tool

Open this color locked as the lead with four explored companions: https://brandsweets.com/palettes/new/7b40d4-b19cc4-dfd34e-2b1f2d-e9eaf1?lock=0&style=vibrant
(Humans lock/regenerate in the tool; the URL is the state — read `lock=` back to see what they kept.)

## Connect an agent

Point any MCP client at the BrandSweets colors endpoint for the same engine:

- Endpoint: https://mcp.brandsweets.com/colors/mcp
- Tools: `analyze_color` (e.g. `analyze_color({ color: "#7b40d4" })`), `check_contrast` (with fixes), `generate_palette` (explore around locks), `suggest_palette` (mood/industry → curated-first), `list_palettes`.