Choosing website colours that build trust and convert

Colour does quiet, powerful work on a website: it sets the mood, signals professionalism, and — used well — guides visitors toward the action you want. You don't need to be a designer to get it right.

Keep the palette small

A couple of core colours plus neutrals is plenty. Too many colours look chaotic and unprofessional. Consistency is what reads as 'trustworthy'.

Use colour to guide action

• •Reserve one strong accent colour for your calls to action.
• •Make sure text has enough contrast to be easily readable.
• •Keep backgrounds calm so the important things stand out.

Don't forget contrast

Low-contrast text may look sleek but it's hard to read and fails accessibility standards. Readable always beats trendy.