What is Hume's primary brand color?

Hume does not use a single primary voltage color the way Airbnb uses Rausch or Linear uses indigo. Instead, the brand runs a six-color pastel spectrum — lavender (#c094e4), blush pink (#f7bbe6), amber orange (#ffb760), sky blue (#7fb8ef), mint (#85e4c5), and coral (#f89d6b) — each representing a distinct emotional register in the product. The primary CTA button uses near-black (#222222) fill with cream text, not any of the pastels. The pastels appear as card backgrounds and gradient orbs, not as interactive fills. If you must pick one color as the brand signature, lavender (#c094e4) appears most frequently among the brand-layer colors with 17 total occurrences, but it shares the stage with its five siblings.

What typefaces does Hume use, and what are the best substitutes?

Hume's system runs two typefaces in strict separation. Fellix (a custom humanist sans-serif) handles all headings and body text at the distinctive weight 520 — a non-standard interpolation between regular and semibold that the Fellix variable font supports. PP Fraktion Mono (a monospace face from Pangram Pangram) renders all labels, navigation items, and button text in uppercase. The weight-520 Fellix heading is the brand's typographic signature. For substitutes: Plus Jakarta Sans at weight 500 matches Fellix's character width and humanist warmth at heading sizes; IBM Plex Mono in uppercase at weight 400 is the closest available substitute for PP Fraktion Mono's uppercase label voice.

Is Hume's background pure white or a tinted cream?

The CSS variable --background is declared as #fff9f3, a warm cream with a faint amber tint. The extractor clusters it with pure white (#ffffff) since the perceptual difference is minor, but the intentional value is the warm cream. This choice is deliberate — it shifts the page from a clinical, lab-grade feel toward something more body-temperature and approachable, which is essential for a brand whose product proposition is that AI should understand human emotion. Paired with the pastel accent cards, the warm canvas keeps the emotional palette reading as inviting rather than analytical.

How should I use Hume's pastel colors — as text, background, or border?

Hume's pastels function exclusively as surface tints and gradient orbs, not as text or interactive fill colors. Lavender (#c094e4) appears 7 times as text, 2 times as bg, and 7 times as border in the extraction — but the 'text' and 'border' readings are from the gradient-orb SVG edges, not from UI text. In practice: use the pastels as card background fills (the horizontal comparison chart rows), as gradient stops in decorative orbs, and as the background of the full-bleed bottom section. Never use them as button fills or inline text on the cream canvas — the near-black (#222222) primary button and the cream text-on-pastel pairing are the only sanctioned color combinations for interactive surfaces.

Why does Hume use PP Fraktion Mono in uppercase for labels and buttons?

Every navigation link, button label, section tag, and metadata label on Hume's marketing page runs PP Fraktion Mono at 12-14px in uppercase. This is not a default; it is the brand's scientific-register signal. Monospace uppercase text reads as categorized, measured, and precise — it borrows the visual grammar of research notation and data tables. Against Fellix's warm humanist headings and the pastel card surfaces, the mono uppercase labels create a productive tension: emotionally warm macro, technically rigorous micro. The button text 'CONTACT RESEARCH' in 14px Fraktion Mono uppercase on a near-black pill is the most concentrated expression of this duality.

Hume Design System

Hume's design system pairs a soft cream canvas with a named pastel spectrum (lavender, blush, amber, sky, mint) and monospace uppercase labels.

About Hume DESIGN.md

Curated by Dov AzencotUpdated May 18, 2026Source hume.ai

AI & LLM Platforms

Hume's marketing surface makes a claim through color that its text repeats in words: emotions have distinct identities, and each one deserves its own hue. The page runs a warm cream canvas — not white, not gray, a cream that reads as body-temperature — and against that ground it places six named pastel accents: lavender for classification, blush pink for empathy, amber orange for energy, sky blue for analysis, mint for calm, and coral for alertness. These aren't decorative; they're the visual vocabulary of Hume's Emotional Intelligence API, where each color labels a distinct emotion dimension in the research product. Where competing AI voice platforms (ElevenLabs, Play.ai, Cartesia) reach for dark canvases and high-voltage CTAs to signal technical authority, Hume reaches for softness and warmth as the primary credibility signal.

The DESIGN.md file packages the system into a machine-readable spec. Inside: 15 color tokens covering the cream canvas, near-black ink, and the full six-color emotion spectrum; 12 typography tokens spanning Fellix (the custom humanist sans at the signature weight 520) and PP Fraktion Mono (the uppercase monospace running every label, button, and navigation item); 5 border-radius tokens from pill-shaped 9999px buttons to 24px cards; 8 spacing values; and 16 component definitions including the pill-CTA button in near-black, the horizontal comparison chart, and the pastel-gradient full-bleed footer section.

Feed this file to an AI coding tool and it reproduces Hume's specific moves: warm cream instead of white, six distinct pastel accents used as surface tints rather than as interactive fills, PP Fraktion Mono in uppercase for every label-sized text, and Fellix at 520 weight for headings that stop short of bold authority. The system rewards study if you're building an AI product that must read as technically grounded and emotionally trustworthy at the same time — it is one of the few examples in the category that achieves both without compromising either.

What makes it distinct

Pastel emotion spectrumsix named accent colors (lavender, pink, orange, blue, mint, coral) used as card backgrounds and gradient orbs rather than as CTA fills
PP Fraktion Mono in uppercase for all labels and buttonsthe only monospace-as-UI-voice system in the AI-platform category
Fellix weight 520a non-standard weight between regular and semibold that softens headings without reaching bold
Warm cream canvas (#ffffff resolved from #fff9f3) keeps the emotional palette reading as inviting rather than clinical
Full-bleed pastel gradient section at the page bottomthe only brand-color background surface in the system

Live at hume.ai

A snapshot of the brand in production. Hover the frame to scroll the page; click to visit.

hume.ai

Explore Hume

Pick what you want to see — mockups, colors, typography, layout, or the full component list.

Brand & Accent

Sparing, CTA-only voltage.

Surface

Page and card backgrounds.

Text

Headlines, body, captions, muted.

Hume design system FAQ

Common questions about Hume's tokens, components, and how to use this DESIGN.md in your project.

Specs, directories, and component libraries that pair with this design system.

Browse all design systems

The full directory of DESIGN.md files on shadcn.io, with live mockups for each.

Hume — official site

Hume's public marketing site — the source of truth for the live tokens captured in this file.

The DESIGN.md specification

Google Labs' open spec for machine-readable design system files — the format this page is built on.