Website colors 2025: Effect and psychology
by Tobias Berger / updated 06.11.2025 / 7 min. reading time
by Tobias Berger / updated 06.11.2025 /
7 min. reading time
Blue:
More infoPeace, trust & security
Green:
More infoNature, balance & growth
Turquoise:
More infoFreshness, clarity & digital
Pink:
More infoGentleness, friendliness & closeness
Gray:
More infoNeutrality, calm & objectivity
White:
More infoPurity, peace & cleanliness
Yellow:
More infoFriendliness & attentiveness
Orange:
More infoEnergy, optimism & action
Red:
More infoPassion, determination & strength
Purple:
More infoInspiration, depth & creativity
Brown:
More infoReliability, warmth & naturalness
Black:
More infoElegance, authority & contrast
Blue in web design: effect, meaning & combinations #0000FF
In short: calm, serious, confidence-building. Blue has a structured effect, reduces stress and directs the focus to content.
Effect
- conveys calm, stability, competence
- promotes trust and legibility
- cool and objective instead of hot and emotional
When to use
- when seriousness and clarity are paramount
- for data and text-heavy sites, B2B & SaaS
- for conversion flows with security requirements (login, checkout)
Less suitable
- for warm lifestyle brands with strong storytelling
- when “approachable” or “cozy” is more important than “precise”
- for offers that sell via heat or enjoyment
Typical industries
- Finance, consulting, insurance
- Education, public institutions
- Technology, Software, Industry
Yellow in web design: effect, meaning & combinations #FFD700
Yellow has a friendly, optimistic and attention-grabbing effect. It conveys warmth, energy and can accelerate decisions – ideal for highlights.
Effect
- radiates optimism, lightness and energy
- draws attention to CTAs & badges
- Warm and inviting, promotes a positive mood
When to use
- for price/promo information, CTAs, onboarding
- with cheerful brands & lifestyle offers
- for quick orientation in lists/maps
Less suitable
- in a primary role in strictly serious B2B environments
- overdosed, it quickly appears “cheap”/overloaded
- for serious topics (law, authorities)
Typical industries
- Food, Delivery, Leisure & Tourism
- Children’s/EdTech, education through play
- E-commerce, events, promotions
Green in web design: effect, meaning & combinations #008000
Green stands for nature, balance and trust. It has a calming, focused effect and is ideal for sustainable or health-related topics.
Effect
- conveys calm, balance and naturalness
- associates health, growth & sustainability
- has a stabilizing effect in data-heavy UIs
When to use
- for eco/organic topics, health & wellness pages
- as success/confirmation color in forms
- for serious, down-to-earth brand appearances
Less suitable
- for high-energy/tech brands as primary color
- for very luxurious, glamorous productions
- when strong urgency/action is required
Typical industries
- Sustainability, environment & non-profit
- Health, fitness, nutrition
- Finance, education, consulting
Orange in web design: effect, meaning & combinations #F28020
Orange is activating, friendly and conversion-boosting. It signals creativity and drive – perfect for CTAs and promotions.
Effect
- has a motivating, cheerful and accessible effect
- Strengthens interaction & willingness to click
- creates warmth without aggressiveness
When to use
- for CTAs, onboarding, promotions & badges
- in apps/SaaS for active states
- for young, creative brands
Less suitable
- in very formal/official contexts
- with conservative B2B as primary color
- overdosed, it can have a “hectic” effect
Typical industries
- E-Commerce, Events, Entertainment
- Apps & SaaS, Education
- Startups, creative industries
Turquoise in web design: effect, meaning & combinations #17A2B8
Turquoise looks fresh, modern and precise – between blue (trust) and green (balance). Ideal for clear interfaces and health/tech contexts.
Effect
- Fresh, clean and competent
- Signals modernity & digital proximity
- Promotes clarity in complex UIs
When to use
- for buttons, badges & info boxes
- in SaaS/Medicine/Wellness
- for structure on data-driven pages
Less suitable
- for rustic/traditional brand worlds
- with very warm, emotional storytelling
- when “cozy” is more important than “clean”
Typical industries
- SaaS, IT & Consulting
- Medicine, wellness, fitness
- Education, public information
Red in web design: effect, meaning & combinations #FF0000
Red stands for energy, urgency and strong emotions. It attracts attention and is suitable for warnings, sales and deadlines.
Effect
- Maximum attention & dynamics
- emotional, powerful, impulsive
- Transports urgency & action
When to use
- for warnings, error states, deadlines
- for sales/discount elements
- specifically for accentuations/CTAs
Less suitable
- for quiet, confidence-building pages
- in the healthcare context as a primary color
- overdosed it has a stressful effect
Typical industries
- Sport, Entertainment, Retail
- Automotive, Food (Action/Spice)
- Campaigns, promotions
Pink in web design: effect, meaning & combinations #FF1493
Pink is playful, creative and modern. It attracts attention, has an expressive effect and is suitable for lifestyle, beauty and communities.
Effect
- lively, friendly, self-confident
- creative & often with a “social” connotation
- sets strong accents in UI elements
When to use
- for brand eye-catchers, CTAs & badges
- for lifestyle/beauty/event content
- when personality should be tangible
Less suitable
- for a very conservative B2B environment
- with sober, factual portals
- overdosed, it can appear dubious
Typical industries
- Beauty, Fashion, Events
- Creator Economy, Communities
- Lifestyle blogs & magazines
Purple in web design: effect, meaning & combinations #800080
Purple stands for creativity, premium & a touch of mysticism. It is suitable for brands with artistic or high-quality aspirations.
Effect
- creative, inspiring, independent
- looks high-quality/premium depending on tonality
- sets calm, elegant accents
When to use
- for premium sections & headlines
- in culture, education, creative industries
- if differentiation is desired
Less suitable
- for discount/price focus pages
- with sober utility portals
- overdosed it can appear distant
Typical industries
- Culture, education, art
- Luxury & premium services
- Tech start-ups with a design focus
Gray in web design: effect, meaning & combinations #808080
Gray is neutral, factual and minimalist. It makes content appear effective, stabilizes layouts and provides a serious basis.
Effect
- neutral, professional, reserved
- emphasizes typography & hierarchy
- avoids distraction in content pages
When to use
- as background, divider, secondary buttons
- for minimalist, structured layouts
- in B2B, Documentation, Knowledge bases
Less suitable
- for playful, young target groups
- for very emotional campaigns
- quickly monotonous without accent colors
Typical industries
- B2B, authorities, consulting
- Tech hardware, SaaS dashboards
- Corporate & Enterprise
Brown in web design: effect, meaning & combinations #8B4513
Brown has an earthy, handcrafted and confidence-inspiring effect. It conveys naturalness, quality and tradition.
Effect
- natural, warm & down-to-earth
- associated with craftsmanship, quality, grounding
- creates a cozy, serious atmosphere
When to use
- for coffee, delicatessen, natural products
- for craft, interior, furniture
- for “authentic & close” positioning
Less suitable
- for High-Tech/SaaS as primary color
- for futuristic, neon-heavy brands
- Too dark can appear “heavy”
Typical industries
- Gastronomy, coffee, delicatessen
- Craft, Interior, Outdoor
- Manufacture, regional businesses
White in web design: effect, meaning & combinations #FFFFFF
White creates calm, clarity and space. It improves legibility, directs the eye and is the basis for modern, minimalist layouts.
Effect
- clean, reduced, tidy
- Strengthens typography & image effect
- creates high-quality, timeless aesthetics
When to use
- for whitespace, product focus, readability
- in Portfolios, Agencies, Premium brands
- for text/data-heavy pages
Less suitable
- with “cozy”/cozy brands alone
- Without accents it can appear sterile
- merciless with weak images/texts
Typical industries
- Design, Agencies, Architecture
- Medicine, education, tech
- E-commerce with high-quality photos
Black in web design: effect, meaning & combinations #000000
Black is elegant, high-contrast and self-confident. It conveys luxury, authority and a strong visual presence.
Effect
- Noble, powerful brand effect
- maximum contrast & focus
- works excellently with large images
When to use
- for luxury & fashion appearances
- in heroic image/type layouts
- for clear, reduced brand management
Less suitable
- for children/social projects
- with very friendly, playful brands
- Too flat can appear “heavy”
Typical industries
- Luxury, Fashion, Photography
- Automotive, Architecture
- High-end e-commerce
Conclusion: Use colors in a targeted manner
Colors determine impact and trust – they direct emotion, focus and brand perception. Those who understand their psychology design websites that are not only beautiful, but also strategically effective.
Whether blue for trust, green for balance or red for energy – the optimal choice of color always depends on the target group, brand and desired emotion. Consciously test combinations and keep your design consistent across all pages.
FAQ – Colors in web design
Which color looks most trustworthy on websites?
Blue tones are considered to be particularly serious and stable. They create security and are ideal for service, financial or health websites.
What colors should you use for call-to-action buttons?
Warm contrasting colors such as orange or red attract attention and encourage clicks. It is important that they stand out clearly from the rest of the layout.
How do I combine several colors harmoniously?
Use the 60-30-10 rule: 60 % base color, 30 % secondary color, 10 % accent. This keeps the design calm but lively.
Which colors look modern and timeless?
White, gray and beige tones in combination with accents in blue or turquoise look clear, minimalist and professional – ideal for 2025 design trends.
What mistakes should I avoid when choosing a color?
Too many bold colors without hierarchy are confusing. Avoid strong neon contrasts and pay attention to sufficient text-background contrast for accessibility.
How do colors influence the conversion rate?
Clear color contrasts between button and background increase the click rate. Colors have an emotional effect – red activates, blue calms, green confirms actions.
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Hey, I'm Tobias!
Thanks for taking the time to read this post – really cool that you’re interested in website & web design!
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