diff --git a/src/engine/v2/buildProfile.ts b/src/engine/v2/buildProfile.ts
index 2350bf6a8..2c8b40ace 100644
--- a/src/engine/v2/buildProfile.ts
+++ b/src/engine/v2/buildProfile.ts
@@ -288,17 +288,91 @@ function normalizeBrands(raw: any): string[] {
   );
 }
 
+const PALETTE_BY_TEMPERATURE: Record<TemperatureKey, string[]> = {
+  warm: ['camel', 'cognac', 'terracotta', 'olijf', 'bruin', 'crème', 'roest'],
+  koel: ['navy', 'donkerblauw', 'grijs', 'wit', 'zwart', 'bordeaux', 'kobalt'],
+  neutraal: ['zwart', 'wit', 'grijs', 'beige', 'taupe', 'navy', 'crème'],
+};
+
+const PALETTE_BY_VALUE: Record<ValueKey, string[]> = {
+  donker: ['zwart', 'antraciet', 'navy', 'donkergroen', 'bordeaux', 'donkergrijs'],
+  licht: ['wit', 'crème', 'lichtblauw', 'lichtgrijs', 'beige', 'zandkleur'],
+  medium: ['grijs', 'navy', 'beige', 'camel', 'olijf', 'taupe'],
+};
+
+const PALETTE_BY_NEUTRAL: Record<string, string[]> = {
+  warm: ['camel', 'crème', 'bruin', 'cognac', 'beige'],
+  koel: ['grijs', 'wit', 'navy', 'zwart', 'lichtblauw'],
+  neutraal: ['zwart', 'wit', 'grijs', 'beige', 'taupe'],
+  zwart: ['zwart', 'antraciet', 'charcoal', 'grijs'],
+  wit: ['wit', 'crème', 'ivoor', 'lichtgrijs'],
+  grijs: ['grijs', 'antraciet', 'charcoal', 'zwart', 'wit'],
+  beige: ['beige', 'camel', 'taupe', 'crème', 'zand'],
+  navy: ['navy', 'donkerblauw', 'wit', 'grijs'],
+  bruin: ['bruin', 'camel', 'cognac', 'beige'],
+};
+
+function normalizeNeutralsList(raw: unknown): string[] {
+  if (!raw) return [];
+  const arr = Array.isArray(raw) ? raw : [raw];
+  return arr
+    .map((v) => (typeof v === 'string' ? v.toLowerCase().trim() : ''))
+    .filter(Boolean);
+}
+
+function derivePreferredColors(params: {
+  fromAnalysis: string[];
+  neutrals: string[];
+  temperature: TemperatureKey | null;
+  value: ValueKey | null;
+}): string[] {
+  const { fromAnalysis, neutrals, temperature, value } = params;
+  const out: string[] = [];
+  const push = (colors: string[] | undefined) => {
+    if (!colors) return;
+    for (const c of colors) {
+      const norm = String(c).toLowerCase().trim();
+      if (!norm) continue;
+      if (!out.includes(norm)) out.push(norm);
+    }
+  };
+
+  push(fromAnalysis);
+
+  if (value === 'donker') {
+    push(PALETTE_BY_VALUE.donker);
+  } else if (value === 'licht') {
+    push(PALETTE_BY_VALUE.licht);
+  }
+
+  if (out.length < 3) {
+    for (const n of neutrals) {
+      push(PALETTE_BY_NEUTRAL[n]);
+      if (out.length >= 6) break;
+    }
+  }
+
+  if (out.length < 3 && temperature) {
+    push(PALETTE_BY_TEMPERATURE[temperature]);
+  }
+
+  if (out.length < 3 && value === 'medium') {
+    push(PALETTE_BY_VALUE.medium);
+  }
+
+  if (out.length < 3) {
+    push(PALETTE_BY_TEMPERATURE.neutraal);
+  }
+
+  return out;
+}
+
 function buildColorPreference(answers: Record<string, any>): ColorPreference {
   const cp = answers.colorProfile ?? {};
   const ca = answers.colorAnalysis ?? {};
-  const temperature: TemperatureKey | null = (() => {
-    const rawNeutrals = answers.neutrals;
-    const neutralsArr: string[] = Array.isArray(rawNeutrals)
-      ? rawNeutrals
-      : typeof rawNeutrals === 'string' && rawNeutrals.length > 0
-      ? [rawNeutrals]
-      : [];
+  const neutralsArr = normalizeNeutralsList(answers.neutrals);
 
+  const temperature: TemperatureKey | null = (() => {
     // 'mix' (explicit combination) or multiple distinct temperatures
     // → no single preference, don't penalize either temperature
     if (neutralsArr.includes('mix')) return null;
@@ -307,7 +381,9 @@ function buildColorPreference(answers: Record<string, any>): ColorPreference {
     );
     if (distinctTemps.size > 1) return null;
 
-    const singleTemp = neutralsArr[0];
+    const singleTemp = neutralsArr.find(
+      (v) => v === 'warm' || v === 'koel' || v === 'neutraal'
+    );
     const raw =
       cp.temperature ??
       singleTemp ??
@@ -351,13 +427,20 @@ function buildColorPreference(answers: Record<string, any>): ColorPreference {
       ? 'neutral'
       : null);
 
+  const preferredColors = derivePreferredColors({
+    fromAnalysis: Array.isArray(ca.best_colors) ? ca.best_colors : [],
+    neutrals: neutralsArr,
+    temperature,
+    value,
+  });
+
   return {
     temperature,
     value,
     contrast,
     season,
     undertone,
-    preferredColors: Array.isArray(ca.best_colors) ? ca.best_colors : [],
+    preferredColors,
     avoidColors: Array.isArray(ca.avoid_colors) ? ca.avoid_colors : [],
   };
 }
diff --git a/src/engine/v2/coherence.ts b/src/engine/v2/coherence.ts
index d76c5570a..ac8d89f83 100644
--- a/src/engine/v2/coherence.ts
+++ b/src/engine/v2/coherence.ts
@@ -6,6 +6,7 @@ export interface CoherenceScores {
   colorHarmony: number;
   formalitySpread: number;
   archetypeCoherence: number;
+  primaryArchetypeFit: number;
   completeness: number;
   combined: number;
   reasons: string[];
@@ -69,6 +70,7 @@ export function evaluateCoherence(
       colorHarmony: 0,
       formalitySpread: 0,
       archetypeCoherence: 0,
+      primaryArchetypeFit: 0,
       completeness: 0,
       combined: 0,
       reasons: ['empty_outfit'],
@@ -113,6 +115,15 @@ export function evaluateCoherence(
     if (archetypeCoherence > 0.45) reasons.push('archetype_coherent');
   }
 
+  let primaryArchetypeFit = 1;
+  if (profile) {
+    const primaryKey = profile.primaryArchetype;
+    const fits = products.map((p) => p.archetypeFit[primaryKey] ?? 0);
+    primaryArchetypeFit =
+      fits.reduce((a, b) => a + b, 0) / Math.max(1, fits.length);
+    if (primaryArchetypeFit < 0.4) reasons.push('primary_archetype_weak');
+  }
+
   const hasTop = products.some((p) => p.category === 'top' || p.category === 'dress' || p.category === 'jumpsuit');
   const hasBottom = products.some(
     (p) =>
@@ -136,6 +147,7 @@ export function evaluateCoherence(
     colorHarmony,
     formalitySpread,
     archetypeCoherence,
+    primaryArchetypeFit,
     completeness,
     combined,
     reasons,
@@ -149,7 +161,18 @@ export function coherenceMultiplier(scores: CoherenceScores): number {
     scores.formalitySpread < 0.5 ? 0.85 : scores.formalitySpread > 0.85 ? 1.05 : 1;
   const completenessPenalty =
     scores.completeness < 0.7 ? 0.75 : scores.completeness < 1 ? 0.95 : 1;
-  return harmonyMultiplier * formalityMultiplier * completenessPenalty;
+  const archetypeMultiplier =
+    scores.primaryArchetypeFit < 0.4
+      ? 0.6
+      : scores.primaryArchetypeFit < 0.55
+      ? 0.85
+      : 1;
+  return (
+    harmonyMultiplier *
+    formalityMultiplier *
+    completenessPenalty *
+    archetypeMultiplier
+  );
 }
 
 export function isHardMismatch(
diff --git a/src/engine/v2/engine.ts b/src/engine/v2/engine.ts
index a5eee02f4..d7a562c3b 100644
--- a/src/engine/v2/engine.ts
+++ b/src/engine/v2/engine.ts
@@ -210,8 +210,8 @@ function buildExplanation(
 
 function buildMatchPercentage(candidate: OutfitCandidate): number {
   const raw = candidate.compositionScore;
-  const scaled = 30 + raw * 65;
-  return Math.round(Math.max(30, Math.min(98, scaled)));
+  const scaled = 20 + raw * 75;
+  return Math.round(Math.max(20, Math.min(95, scaled)));
 }
 
 function categoryRatio(candidate: OutfitCandidate): {
diff --git a/src/engine/v2/scoring/brand.ts b/src/engine/v2/scoring/brand.ts
index d36db9de5..6374acc85 100644
--- a/src/engine/v2/scoring/brand.ts
+++ b/src/engine/v2/scoring/brand.ts
@@ -1,15 +1,30 @@
 import type { ScoredProduct, UserStyleProfile } from '../types';
 
+const NEGATIVE_BRANDS = new Set<string>([
+  'shein',
+  'temu',
+  'wish',
+  'romwe',
+  'zaful',
+]);
+
+const STRONG_PREFERENCE_THRESHOLD = 3;
+
 export function scoreBrand(
   product: ScoredProduct,
   profile: UserStyleProfile
 ): { score: number; reason: string } {
+  const brand = String(product.product.brand ?? '').toLowerCase().trim();
+
+  if (brand && NEGATIVE_BRANDS.has(brand)) {
+    return { score: 0.15, reason: `brand_negative(${brand})` };
+  }
+
   const prefs = profile.preferredBrands;
   if (!prefs || prefs.length === 0) {
     return { score: 1.0, reason: 'no_brand_pref' };
   }
 
-  const brand = String(product.product.brand ?? '').toLowerCase().trim();
   if (!brand) return { score: 0.85, reason: 'no_brand_data' };
 
   const prefSet = new Set(prefs.map((b) => b.toLowerCase().trim()));
@@ -23,5 +38,9 @@ export function scoreBrand(
     }
   }
 
-  return { score: 0.7, reason: 'brand_neutral' };
+  const strongPref = prefSet.size >= STRONG_PREFERENCE_THRESHOLD;
+  return {
+    score: strongPref ? 0.45 : 0.7,
+    reason: strongPref ? 'brand_non_preferred_strong' : 'brand_neutral',
+  };
 }