Target color palette
EcommerceTarget's color identity is defined by its iconic red, supported by a clean white and a range of neutral grays for UI clarity. The palette is simple, bold, and instantly recognizable across all brand touchpoints.
target.comTarget colors
Click any swatch to copy its hex. Hover for RGB and HSL.
Brand colors
The colors people recognise.- Target RedPrimary204, 0, 0
- Target WhiteSecondary255, 255, 255
- Target Light GrayAccent247, 247, 247
Surfaces
Page, cards and dividers.- Target WhiteBackground255, 255, 255
- Target Surface GraySurface243, 243, 243
- Target Border GrayBorder229, 229, 229
Text
Three tiers of copy.- Target BlackText17, 17, 17
- Target Dark GraySecondary text80, 80, 80
- Target Muted GrayMuted text118, 118, 118
Semantic
Feedback and state colors.- Target Success GreenSuccess0, 138, 0
- Target Warning YellowWarning255, 179, 0
- Target Error RedError184, 0, 0
- Target Info BlueInfo0, 92, 178
Use Target's colors in your project
Pick a format, copy or download. Everything below is generated from the exact hex values above.
target-palette-colors.css · Paste into your global stylesheet.
:root {
--info: #005CB2;
--error: #B80000;
--accent: #F7F7F7;
--border: #E5E5E5;
--primary: #CC0000;
--success: #008A00;
--surface: #F3F3F3;
--warning: #FFB300;
--secondary: #FFFFFF;
--text-muted: #767676;
--background: #FFFFFF;
--text-primary: #111111;
--text-secondary: #505050;
}Contrast and accessibility
Every text tone tested against every surface, per WCAG 2.1.
Text on background
Needs 4.5:1 for body text
18.9:1
Pass
Text on surface
Needs 4.5:1 for body text
17.0:1
Pass
Secondary text on background
Needs 4.5:1 for body text
8.1:1
Pass
Secondary text on surface
Needs 4.5:1 for body text
7.3:1
Pass
Muted text on background
Needs 3:1 for large text
4.5:1
Pass
Muted text on surface
Needs 3:1 for large text
4.1:1
Pass
Target gray and neutral colors
The quiet part of the Target palette: page background, card surfaces, dividers and the three text tones that sit on them. Click a value to copy it.
- Target WhiteBackground
- HEX
- RGB
- HSL
- Target Surface GraySurface
- HEX
- RGB
- HSL
- Target Border GrayBorder
- HEX
- RGB
- HSL
- Target BlackText
- HEX
- RGB
- HSL
- Target Dark GraySecondary text
- HEX
- RGB
- HSL
- Target Muted GrayMuted text
- HEX
- RGB
- HSL
About Target's colors
Target's palette centers on a bold, saturated red contrasted with clean whites and subtle grays. The use of minimal color supports a strong, recognizable brand identity.
Primary red is complemented by neutral grays and white.
Accent and surface grays provide depth and separation.
Semantic colors (green, yellow, blue) are reserved for status and feedback.
Psychology
Red conveys energy, urgency, and draws attention, which is effective for retail and calls to action. The white and gray tones create a sense of cleanliness and trust.
Evolution
Target's color palette has remained remarkably stable, with the red and white combination being a core part of its identity for decades. Minor adjustments to gray tones have been made for digital clarity, but the overall scheme is consistent.
Where Target uses each color
- Primary
Target Red is used for the logo, primary buttons, and key call-to-action elements.
- Secondary
Target White is the dominant background color for web and print, ensuring clarity and contrast.
- Accent
Target Light Gray is used for backgrounds, cards, and subtle UI elements.
- Backgrounds
White and light grays are used for page backgrounds and product cards.
- Text
Target Black and Dark Gray are used for primary and secondary text throughout the website and app.
- Semantic
Green, yellow, and blue are used for success, warning, and informational messaging, while Error Red signals issues.
Target color questions
Hex codes, RGB values, neutrals and how to use the palette.
The official Target primary color is Target Red, with the hex code #CC0000. This color is used for the logo and main action buttons.
Target Red (#CC0000) has an RGB value of 204, 0, 0 and a CMYK value of 0, 100, 100, 20. Always use the official hex or these values for accurate reproduction.
Target uses several official grays, including Target Light Gray (#F7F7F7), Surface Gray (#F3F3F3), and Border Gray (#E5E5E5). These neutrals provide structure and separation in the interface.
Use Target Red (#CC0000) for primary actions and branding, with white and grays for backgrounds and surfaces. Semantic colors are reserved for status indicators and should not overpower the primary palette.
The secondary color is Target White, #FFFFFF, and the accent is Target Light Gray, #F7F7F7. Together with the primary they make up the three brand colors at the top of this page.
6 of 6 text and background pairings meet WCAG 2.1 AA contrast. The contrast section above shows every pairing with its exact ratio.
Use the export block on this page. It gives you CSS custom properties, a Tailwind config, W3C design tokens or a shadcn/ui theme built from these exact hex values, with copy and download buttons.
Yes. Export the Claude Code skill, Cursor rules or Codex prompt from the same block. The agent then applies Target's colors consistently when it generates UI.
Make something in the spirit of Target
Start from this palette's mood and get an original 13-color system for your own project, contrast-checked and ready to export.