Color matters when it comes to your website, and I’d like to invite you to pull out your box of crayons or colored pencils… virtually of course. We’re going to take a look at why the colors you use are important from several different angles.
Color Psychology
This topic is a fun one because you get to step back and think about your vision, mission, and passion for your business. Color sends a subtle message that the brain can understand much faster than reading any text on the page.
The colors you use in your branding and on your website should speak to those “feelings” you want people to have about your business. There are tons of sites that go in-depth on color psychology as it relates to marketing and branding. We’ll share a couple of highlights and links. As an example:
Yellow
How can it mean both caution and happiness? The majority of cultures connect sunshine, happiness, warmth, and, many times, deity with yellow. As yellow is a warm color with high visibility that jumps out at you, it is the perfect color to grab attention, the same way a caution sign does.
Blue
All colors have their spectrum from dark to light, and as you move along the spectrum, the resonance changes as well. Dark blue speaks to authority and dignity. Light blue, on the other hand, speaks to peace and serenity. And, all blues send a message of trust and loyalty.
For more details, here are some sites that we think do a great job of explaining color psychology while staying out of the geek.
Increasing Site Usability with Color Choices
This is a loaded area because we’re not only working to put into practice the concepts of color psychology, but we also need to follow the rules so we’re not “changing the colors of a stoplight” because we think it would have a cool effect.
Using Colors with Purpose
Even if your logo has a wide palette, your website should not.
Choose no more than three core colors to use consistently: one as the dominant brand color, one as a secondary accent, and one for subtle highlights or minor elements. This intentional limitation keeps your design clean and helps users know what to expect.
When too many colors compete for attention, or when they are used inconsistently, your site can feel disorganized and confusing. Visitors should never have to guess which buttons are important or where to look next.
Color is not just decoration. Every shade you use is teaching your audience how to move through your site.
Your primary color guides them to actions you want them to take, the secondary supports structure, and the third adds emphasis without distraction.
Used well, your palette becomes a silent training tool that directs the eye to what matters most.
- Here’s a great blueprint on how to use color on websites and apps: Material Design
- If you would like to generate color choices and preview them on a demo site, try Colormind.
Improving Readability
Things have come a long way since the early days of the web, but a few relics are still floating around that make your head spin. Have you ever landed on a site with a dark blue background and red text? Or maybe a black background with tiny white letters? Those combinations were everywhere in the early 2000s, and they are still a quick way to make a visitor click away.
The truth is, color choices affect whether people can comfortably read and interact with your site.
It is not just about avoiding “ugly” pairings that make our eyes hurt, it is about accessibility for everyone. Around 4.5% of the population is color blind, which means they experience the web in some form of semi-monochrome. If your site relies on color alone to communicate important information, part of your audience is left out.
The fix is contrast. Text and background need enough difference in brightness to be readable by all users. According to the WCAG guidelines, normal text should have a contrast ratio of at least 4.5:1, and large text (18px and above, or 14px bold) should meet 3:1. These ratios ensure that your content remains legible under different conditions, including varying screen brightness and visual impairments.
And don’t forget about images. Overlaying text on photos without adjusting for light and dark areas makes words disappear into the background. A simple overlay, background tint, or contrast adjustment can make text stand out clearly and keep your content readable in every context.
- Toptal.com has a good tool for testing to make sure your website is readable in the colorblind world. This will pull in your page and highlight any issues.
- For a simple “do these 2 colors have enough contrast” check, we use the contrast tool at WebAIM.
Increase Engagement on Your Website Using Color
Let’s put the pieces together. You’ve chosen colors that reflect your values and the emotions you want visitors to feel. You’ve kept the palette simple so the site feels clear, not chaotic. And you’ve built in strong contrast so anyone can easily read your content, spot navigation, and recognize buttons.
Now it is time to use those colors to actively engage your audience.
Define primary and secondary buttons
Primary buttons are for conversion-driving actions, like booking a consultation or completing a purchase.
Secondary buttons are for softer actions, such as signing up for a newsletter or visiting your About page.
By giving these two types of buttons distinct but consistent colors, you create a visual hierarchy that makes it clear which action matters most.
Learn how to design website buttons that actually drive clicks and conversions.
Be consistent
Once you’ve defined your button colors, stick to them. Visitors should be able to recognize a Call to Action (CTA) at a glance. If possible, match form submission buttons to your primary CTA color. For ecommerce, you may want your checkout button to use a unique standout color that reinforces it as the ultimate action.
Guide the eye
Use background color shifts to create natural breaks between sections on a page. Visitors pick up on these cues subconsciously, so they feel guided through your content without effort.
Prioritize readability
If you want people to actually engage with your words, stick with a light background and dark text. Larger font sizes add another layer of readability, especially for mobile users.
Color is not just about making a site “look nice.” It is a core tool for creating engagement. When used with intention, it directs attention, signals importance, and builds trust.
Done well, color ensures that your website does more than sit online — it communicates, guides, and converts.
Your Online Partner… for Success
Take a look at your site in light of your virtual color pencil box. If the colors are distracting instead of engaging, book a free 20-minute session with Christy to discover practical tweaks that make your site work better.
