: How to choose the right color shades/tints for branding? - Part 2 I sincerely apologise for the duplicate question. I'm not sure how to add to the discussion on the original, and I don't have

@Jessie844

In my opinion, you should not use only the HUE to make a color gradient.

Take a look at this answer.

How can I make the color white look as white as possible?

Some colors look dirty when they are graded to white or black, at least we perceive it like that.

In my opinion, this approach of making a gradient based only on arithmetical operations is wrong, or at least, not optimal.

In fact, you can read how they shifted the HUE making these compensations of hue.

Our eye perceives colors in a bit different way. For example, in this gradient you posted, our eyes perceive more the differences on the bright side than the dark one.

Take a look at this other question, where I put an example of this logarithmic perception: Highlights and Shadows with Equal Weight

Other related posts:
How can I make the color white look as white as possible?

And here is a practical example on how this gradients shifts make a object look better. Inkscape: realistic lighting and shading

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