Design System Inspiration of Coolblue

1. Visual Theme & Atmosphere

Coolblue is a Dutch online retailer of electronics and appliances — "Alles voor een glimlach", everything for a smile, as its homepage title says. By its own history, Pieter Zwart and his friends Paul de Jong and Bart Kuijpers founded it in 1999 from Zwart's dorm room with a first webshop, "MP3man.nl". It reached Belgium in 2004, opened physical stores by 2008, and in 2011 set down the brand values it still uses — "friends, flexible, unconventional, and go for it" — and designed the Coolblue logo and colour scheme. It has since added its own delivery network, a central warehouse in Tilburg and an energy business.

The shop is crisp and friendly: white and pale-blue surfaces, near-black #1b1e24 text, Coolblue blue #0090e3 for the brand, a deeper #285dab for buttons, green #008a00 for actions and a hot orange #ff6600 for accents. Buttons are small-radius (4px) with a darker inset line along their base.

What makes it worth reading:

• Names with character. Primitive colours are called coolblue, factblue, eveningblue, springblue, hotorange, freshgreen, coolblack, rubyred — the brand's tone in the token names.
• Every state spelled out. Semantic tokens go base → hovered → disabled → loading for each role (--cb-color-background-interactive-main-hovered, -action-loading …).
• A pressed-key button. A 2px darker inset 0 -2px 0 under each button; on hover the fill and the inset both step darker.

Primary tasks

• Search and browse products; compare and read advice.
• Add to basket; check delivery and installation.

2. Color Palette & Roles

Read with getComputedStyle on coolblue.nl: 441 root custom properties, all --cb-* — --cb-color-* 332, --cb-font-* 15, --cb-spacing-* 14, --cb-motion-* 13, --cb-input-* 12, --cb-border-* 11, --cb-shadow-* 10, --cb-control-* 10, --cb-opacity-* 7.

Brand and actions

• Brand (#0090e3) — --cb-color-background-brand, --cb-color-primitive-blue-coolblue.
• Primary (#285dab) — --cb-color-background-interactive-main-base (factblue); hover #1c4684 (-main-hovered), inset hover #14315c.
• Action (#008a00) — --cb-color-background-interactive-action-base; hover #026902, inset hover #005200.
• Link (#0072d1) — --cb-color-font-interactive-base.
• Icon (#0088d6) — --cb-color-icon-base.
• Accent (#ff6600) — --cb-color-background-accented-base, hotorange.

Text and surfaces

• Foreground (#1b1e24) — --cb-color-font-base; 82 of 90 <p> elements.
• Text subtle (#6c6e75) · Text additional (#5b5c62).
• Canvas (#ffffff) · Surface secondary (#f2f7fc, 18 backgrounds) · Surface tertiary (#f7f7f7) · Border (#d2d5d5, --cb-color-border-base).

Status

Danger #da001e · Warning #ed9f02 · positive uses the action green #008a00.

3. Typography Rules

Font family

Open Sans on body text and controls ("Open Sans", Arial, Helvetica, Verdana, sans-serif), loaded at 400, 600 and 700. Dobra Slab (Book 400, Medium 500) and Avenir Black (900) also load (document.fonts). Where each is applied beyond body text was not traced.

Scale

Buttons 13px/700; the search field and links 13px/400.

4. Component Stylings

Measured on the home page in a fresh browser tab, focus read under a real Tab key, and a hover counted only when :hover matched; background-image, text-decoration and pseudo-elements were compared too.

• Main button — #285dab, white 13px/700, radius 4px, 48px, 12px 16px 14px, shadow inset 0 -2px 0 #1c4684. Hover: fill #1c4684, inset #14315c. Focus: the inset goes and outline: 2px solid #14315c appears.
• Action button — #008a00, same shape, inset #026902. Hover: fill #026902, inset #005200. Focus: the same navy outline. (Measured on the button in the consent dialog, which uses the action style.)
• Link — #0072d1, 13px. Hover underlines it. Focus rounds it to 4px and draws 0 0 0 2px #14315c.
• Search field — transparent, #1b1e24, 38px. Nothing on the input itself changes on hover or focus.

Radius

4px on buttons and focus rings.

5. Layout Principles

• White pages with #f2f7fc blue-tinted panels; a dense product grid.

6. Depth & Elevation

Buttons carry a 2px inset along the bottom; --cb-shadow-* tokens hold the rest. Backdrops use --cb-color-background-backdrop-base #1b1e24cc.

7. Do's and Don'ts

Do

• Use #285dab for main buttons and #008a00 for action; step both darker on hover.
• Give buttons the 2px darker bottom inset.
• Draw focus with the navy #14315c outline or ring.

Don't

• Don't use the brand blue #0090e3 as the button colour; buttons are #285dab.
• Don't round buttons beyond 4px.
• Don't use orange #ff6600 for actions; it is an accent.

8. Responsive Behavior

Not measured. Desktop only.

9. Agent Prompt Guide

Quick Color Reference

#0090e3 brand · #285dab button · #1c4684 hover · #008a00 action · #026902 action hover · #0072d1 link · #1b1e24 ink · #f2f7fc panel · #ff6600 accent · #14315c focus

Example Component Prompts

• "A 48px button, #285dab, white 13px/700 Open Sans, 4px radius, a 2px #1c4684 inset along the bottom; hover #1c4684 with a #14315c inset; focus a 2px #14315c outline."
• "A green #008a00 add-to-basket button in the same shape."

10. Voice & Tone

The brand values are stated: "friends, flexible, unconventional, and go for it". Copy was not assessed further.

11. Brand Narrative

Coolblue started as MP3man.nl in a student room in 1999 and grew into a retailer that delivers and installs what it sells. Its 2011 brand work fixed the values and the logo and colours still in use, and the interface carries them: a friendly blue, a green that means go, and token names with the same sense of humour as the brand.

12. Principles

• Blue for trust, green for go. Two button colours with clear jobs.
• States all the way down. Base, hovered, disabled, loading — for every role.
• Say it with a smile. Even the tokens have personality.

13. Personas

Not researched. No persona claim is made from a UI capture.

14. States

Hover: main #1c4684, action #026902, links underline, the search field unchanged. Focus: a 2px #14315c outline on buttons, a 2px ring on links. Disabled and loading tokens exist (--cb-color-background-interactive-main-disabled #cfd5dc) but were not observed.

15. Motion & Easing

13 --cb-motion-* tokens are declared. Not measured on controls.

Tier 1 sources: https://www.coolblue.nl/ (live homepage — 441 root custom properties read via getComputedStyle; fonts loaded; four components measured at rest, hover and focus in a fresh Aside tab, captured 2026-09-26); https://www.aboutcoolblue.com/en/history/ (Coolblue history — 1999, Pieter Zwart, Paul de Jong, Bart Kuijpers, MP3man.nl; 2011 brand values, logo and colour scheme, read 2026-09-26); https://www.aboutcoolblue.com/zz-this-does-not-exist (nonsense-path control — HTTP 404 "Page not found - About Coolblue", read 2026-09-26)