We envision the U.S. Department of Agriculture website with a bright, energetic color scheme in order to lighten the serious tone of a government site. The aim is to warm up the cold, impersonal vibe associated with government entities, while maintaining a sense of credibility. That being said, we veered towards colors that could be found in nature, as agriculture deals directly with the earth’s natural processes. Our produce grows from the dirt and our livestock thrives on pastures. We want our users to associate the color palette with the roots of agriculture, and feel welcomed by the easygoing aesthetic.