Taobao 淘宝 Color Palette

Select any value to copy it.

• Taobao Orange

  Primary

  #FF4400rgb(255, 68, 0)hsl(16, 100%, 50%)

  Closest in ArchiveVermillion Radiant Pure
  Closest in Archive: Vermillion Radiant Pure

• White

  Neutral

  #FFFFFFrgb(255, 255, 255)hsl(0, 0%, 100%)

  Closest in ArchiveWarm Gray Veil
  Closest in Archive: Warm Gray Veil

• Slate

  Neutral

  #333333rgb(51, 51, 51)hsl(0, 0%, 20%)

  Closest in ArchiveTrue Gray Nocturne
  Closest in Archive: True Gray Nocturne

Can it carry text? (WCAG contrast)

Each color as text on white and on black. AA means body text passes. Select a ratio to open the pair in the contrast checker.

• Taobao OrangeAaon white3.45:1Large text onlyTaobao Orange: Open in contrast checkerAaon black6.08:1AATaobao Orange: Open in contrast checker
• WhiteAaon white1.00:1Not for textWhite: Open in contrast checkerAaon black21.00:1AAWhite: Open in contrast checker
• SlateAaon white12.63:1AASlate: Open in contrast checkerAaon black1.66:1Not for textSlate: Open in contrast checker

About this palette

Taobao's #FF4400 orange is bright and fully saturated — a deliberate signal that the platform is energetic, festive, and youth-oriented. The orange dominates the app icon, the search bar fill, and every promotional banner. Alibaba Group's corporate identity uses an orange of its own.

Copy as code

Every token name carries the brand, so two brands can share one stylesheet.

:root {
  --taobao-orange: #ff4400;
  --taobao-white: #ffffff;
  --taobao-slate: #333333;
}

@theme {
  --color-taobao-orange: #ff4400;
  --color-taobao-white: #ffffff;
  --color-taobao-slate: #333333;
}

module.exports = {
  theme: {
    extend: {
      colors: {
        "taobao-orange": "#ff4400",
        "taobao-white": "#ffffff",
        "taobao-slate": "#333333",
      },
    },
  },
};

Source: https://www.taobao.com/ · As of 2026-05-03 · This page is an unofficial reference. Color values are factual sRGB hex codes and not subject to copyright; the Taobao 淘宝 name and any associated marks belong to their owner. Request removal via support.

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