Colour and type aren’t decoration — they’re the first thing a visitor feels, before they read a word. Used well, they build trust and guide action. Here’s the practical version.
What colours signal
- Blue — trust, calm, reliability (banks, tech, healthcare).
- Green — growth, health, money, nature.
- Black/gold — premium, luxury, authority.
- Red/orange — energy, urgency (great for calls to action).
- Purple — creativity, premium.
There are no absolute rules — context and culture matter — but these associations are strong starting points.
Using colour with intent
- One dominant brand colour, used consistently.
- A contrasting accent reserved for buttons and calls to action.
- Plenty of neutral space so the important things stand out.
If everything is bright, nothing draws the eye. Restraint is what makes a CTA pop.
Font psychology
- Serif (traditional, trustworthy, editorial).
- Sans-serif (modern, clean, approachable).
- Display fonts — sparingly, for headlines only.
Two fonts is usually enough: one for headings, one for body. More looks chaotic.
Readability first
Fancy fonts that are hard to read cost you readers. Size, spacing and contrast matter more than personality.
The takeaway
Colour and type should express your brand and guide the visitor’s eye to what matters. At Vystra we design these choices around your positioning and your conversion goals — not just what looks nice.