When it comes to creating a great website, colour is far more than just decoration. It’s psychology, strategy, and science rolled into one. The colours you choose can influence how users feel, what they click on, and even how they perceive your brand.
In this article, we’ll look into the science of colour in web design and offer some practical tips on how to choose a colour palette that pleases your target audience, builds trust, encourages action and backs up your brand.
Why Colour Matters in Web Design
Colour impacts user behaviour more than most people realise. Studies show that up to 90% of snap judgments made about products are based on colour alone. On a website, colour helps to:
- Create emotional connections
- Establish brand identity
- Guide users through a journey
- Highlight key actions or CTAs
In short, colour sets the tone. A calming palette can build trust, while a vibrant one might inspire action. But the real power lies in intentionality; choosing colours not because they look nice, but because they’re aligned with what you want your audience to feel and do.
Understanding Colour Psychology
Colour psychology is the study of how colour influences perceptions and behaviours. Here’s a breakdown of some commonly used colours in web design and the emotions they typically evoke:
- Blue – Trust, calm, professionalism
Often used by tech companies and financial institutions. - Red – Urgency, passion, excitement
Great for limited-time offers or bold CTAs. - Green – Growth, health, peace
Common in wellness, eco, and financial websites. - Yellow – Optimism, happiness, energy
Works well in moderation to attract attention. - Black – Sophistication, luxury, power
Popular in fashion, tech, and high-end brands. - Purple – Creativity, imagination, luxury
Frequently used in beauty, education, and creative services. - White – Cleanliness, simplicity, openness
Essential for breathing space and modern design.
Tips for Choosing the Right Colour Palette
1. Start with Your Brand
Your website should be an extension of your brand. Ask:
- What are your brand’s core values?
- What emotions do you want to evoke?
- Who is your ideal user or target customer?
For example, a wellness brand might use soft greens and neutrals, while a digital marketing agency might lean toward bold blues and energetic accents.
2. Use the 60-30-10 Rule
This classic design principle helps create visual harmony:
- 60% dominant colour (background or primary space)
- 30% secondary colour (used for sections or sidebars)
- 10% accent colour (CTAs, buttons, highlights)
This balance ensures your palette feels intentional and cohesive.
3. Consider Accessibility
Colour contrast is vital for readability and inclusivity. Ensure your text stands out clearly against the background and that your CTAs are easily distinguishable, not just by colour but also by shape or iconography.
There are tools out there, such as WebAIM’s contrast checker, which can help verify that your design meets accessibility standards.
4. Test and Tweak
Even the most well thought out palette should be tested in real world scenarios. Use A/B testing to see how different colours perform on CTAs or landing pages. What converts better, e.g. a green “Contact Us” button or a red one? Let the data lead the way.
Great Colour Palettes Start with Strategy
Choosing the perfect colour palette isn’t about following trends. It’s about understanding human behaviour and aligning design choices with your goals. Colour is an important part of your website design and its impact shouldn’t be ignored. Whatever your goals are, use your colours wisely and test to see what gets the best results for you.