Essential

Bone

Bone takes its colour from paper rather than from a palette: warm, slightly aged, with soft edges throughout. It is the closest thing here to the feeling of a well-chosen printed card, which is a strange thing to want from a digital one and a very common thing to want anyway.

Who it suits

• Writers, editors and anyone in publishing
• Independent practitioners who dislike looking corporate
• Brands already built on cream, kraft or off-white

What to pair with it

A film-toned or warm photograph. Cool blue-cast photos fight the ground and look grey against it.

When to pick something else

You work in anything technical. Warm paper suggests craft, and craft is the wrong signal in front of a procurement team.