Lurid Annatto
Lurid Annatto (#F36CA0) is a true magenta with a warm character. It leans warm, pulling light toward red, orange, and yellow. Naturally inviting, it suits editorial and hospitality contexts. Its HSL profile (337°, 85%, 69%) places it in the highly saturated band at a mid lightness. Best used in small doses, like logos, CTAs, focus rings, or highlight text, where its saturation becomes a feature rather than noise. For a confident two-color system, pair it with its complementary teal. For something softer, pull in its analogous neighbors on either side of the wheel.
Etymology
Latin lūridus, pale-yellow / sickly — sharing root with lūror (yellowish-pallor). As a color modifier, lurid implies a saturated-and-shocking-and-sickly-bright quality, the bright color of Penny-Dreadful-and-Pulp-Fiction sensational-cover-art bright-and-pulpy printing. Sits at the bright-and-shocking end of the grid, parallel to garish and gaudy in usage.
Bixa orellana, the tropical shrub whose seeds yield a red-orange dye used as food coloring (in cheese, butter, and margarine) and as body paint by the Caribbean and Central American indigenous peoples. The color refers to fresh annatto paste: a saturated, slightly orange red with the matte finish of plant-derived pigment. Warmer than vermillion, drier than tomato.
Closest matches
The nearest named color in three reference sources, ranked by perceptual distance (ΔE76 in CIELAB). ΔE < 1 is imperceptible to most viewers; ΔE > 10 is clearly different. When two sources point to the same hex they’re merged into one tile; click any to open that color’s page.
Variations
Click any swatch to exploreHarmonies
Accessibility
How this color appears to viewers with the four major color-vision-deficiency types. Computed via the Machado (2009) physiologically-based model. If a tile matches the original, the color reads the same to that viewer.
The color used as foreground text against pure white and pure black, with the contrast ratio and WCAG 2.1 grade. Aim for AA (4.5:1) for body text and AA Large (3:1) for 18 pt+ headlines; AAA (7:1) is the gold standard for long-form reading surfaces.