Colour is the first thing people feel about your brand, often before they read anything. Used well, it builds trust and directs the eye; used carelessly, it creates noise.
Pick a disciplined palette
One dominant colour, one accent for action, and a neutral range for everything else. Restraint reads as confidence; a rainbow reads as chaos.
Reserve a colour for action
Keep one high-contrast colour exclusively for buttons and key actions. When everything is bright, nothing stands out.
Mind contrast and accessibility
Text must be readable for everyone, including low-vision users. Strong contrast isn't just compliant — it's more persuasive.
The takeaway
Choose few colours, use them consistently, and let one signal 'click here'. Calm palettes convert.