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DesignWallet loyalty

How to Choose a Color Palette for Your Loyalty Pass

How to pick a color palette for your wallet loyalty pass that reads well in Apple Wallet and Google Wallet, with the rules and common mistakes.

Loop Customer Team··6 min read
How to Choose a Color Palette for Your Loyalty Pass

Color choice has a surprisingly large impact on whether customers keep your pass.

How a wallet loyalty pass works in 4 clear steps
How a wallet loyalty pass works in 4 clear steps
Small changes in repeat visits create massive differences in lifetime value.
Strong visual explanation of the concept
Strong visual explanation of the concept
Real-world example that makes it easy to understand
Real-world example that makes it easy to understand
Supporting diagram or photo for clarity
Supporting diagram or photo for clarity
How the right colors make customers actually want to keep your wallet pass
How the right colors make customers actually want to keep your wallet pass
Design principles that make passes feel premium instead of cheap
Design principles that make passes feel premium instead of cheap

The rules that matter

  • Use your brand colors, but test them in Wallet (some colors look terrible on the pass background)
  • High contrast between text and background is non-negotiable
  • Avoid overly bright or neon colors — they tend to look cheap in Wallet

The best passes usually use a restrained, sophisticated palette that feels like a natural extension of the brand.

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