Women’s Day is approaching on March 8, and major e-commerce platforms have successively launched holiday promotions. In order to highlight the festive atmosphere, Taobao APP changed the icon to a pink background color and paired it with a white "3.8 Renewal Week" font style.Unexpectedly, this wave of operations attracted complaints from netizens. Someone issued a "soul torture", "Taobao, why have you faded?"
Some netizens revealed that the Taobao icon changed from highly saturated orange to light pink, giving it a visually faded look. It was a temporary theme design launched by the official government for Women’s Day and was not a malfunction.
The new color scheme has low saturation, a soft tone, and a strong contrast with the classic orange. Users intuitively feel that it is fading due to exposure to the sun, the screen is aging, and the recognition is greatly reduced, making it difficult for some users to find applications quickly.
The original intention of the design was to fit the festive atmosphere and create a sense of spring ritual, but the color selection was too light and lacked the visual tension of the brand. At the same time, it was questioned that the use of pink is associated with women's festivals and that there is a stereotype.
In addition, Taobao’s official customer service responded:"It is indeed not as bright as the previous color. The icon changed to rose pink in order to echo the current 38th Festival activities. Other activities will also be changed according to the activities in the future."
In the face of various complaints from netizens and users, Taobao also tried to persuade them, and then changed the icon back to the original orange color.
The mobile phone system shows that currently, the Taobao APP icon is orange-red and retains the words "3.8 Renewal Week".
