I aimed for the new color palette to evoke feelings of joy, optimism, trust, and surprise in users. To achieve this, I based my selection on the Plutchik Wheel of Emotions, carefully choosing colors that effectively convey these emotions.

Additionally, I opted for more saturated tones than in the previous palette, with the goal of capturing attention, sparking interest, and making navigation more engaging and visually appealing.

The decision to transition from a photo-oriented to an illustration-oriented design was driven by our desire to represent the diversity of body types and skin tones that reflect the diverse culture of Latin America.

Furthermore, illustrations offered a more creative way to convey the organization’s mission. The illustrator crafted a thoughtful visual narrative throughout the project, bringing a joyful and engaging experience to website navigation and user interactions.