Selecting the right color scheme and typography is an important part of financial services website design. Subtle elements like colors and fonts make a big impact on visitors’ impressions and trust. As a financial website designer, I recommend considering these factors when deciding on visual design:
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Brand coloring is one of the most instant ways to identify a company. When designing financial websites, I always start by determining one or two primary brand colors.
Popular options like blue and green evoke a sense of stability and security, while grays and blacks convey experience and professionalism. Look at competitors as well to ensure your palette feels distinct in the finance niche.
Incorporate brand colors into:
- Headlines
- Call-to-action buttons
- Logos
- Iconography
- Borders and lines
- Background accents
Having a cohesive visual identity builds familiarity and trust with site visitors over time.
Typography significantly affects user experience and readability. For finance websites, I stick to clean, simple, professional fonts like Arial, Helvetica, Gotham, and Franklin Gothic.
Some best practices when selecting fonts:
- Limit to 2 — Choose one for headlines, one for body text
- Readability — Pick sans-serifs designed for screens
- Mobile friendly — Select web-safe fonts that render smoothly
- Consistency — Use the same 2 fonts across all pages
Avoid ornate script and display fonts — legibility and clarity are key for complex financial content.
Ensure text is visible by picking colors with enough contrast against the background:
- Text color — Shades like black, dark blue, or gray
- Backgrounds — White or light colors like beige and light gray
I also design with accessibility in mind by meeting minimum contrast ratios so that text remains readable for those with vision impairments and color blindness.
While you want one or two brand colors to take center stage, small pops of additional hues can help highlight or differentiate elements:
- Links — Blue if black text, purple if white text
- Headings — Color to catch readers’ attention
- Buttons/CTAs — Vibrant colors like green, orange or red
Just be sure accent colors are used sparingly and don’t clash with your main palette.
When selecting imagery, I curate photos whose tones align with the overall website look and feel:
- Warm palettes — Black & white, beige, brown, and tan photos
- Cool palettes — Images with blue, green, and gray hues
- Vibrant palettes — Bright colorful pictures
Cohesive photography keeps the visual design polished.
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Here’s a checklist of key tips to select the perfect color scheme and typography for a financial services website:
Brand Colors
[ ] Determine 1–2 primary colors that represent your brand identity
[ ] Use colors distinct from competitors but appropriate for finance niche
[ ] Incorporate brand colors into headlines, CTAs, logos, etc.
Typography
[ ] Choose 2 complementary sans-serif fonts — one for headlines, one for body
[ ] Select fonts optimized for online readability
[ ] Use web-safe fonts that render well on all devices
[ ] Ensure fonts maintain a consistent look across all pages
Color Contrast
[ ] Black, dark blue, or gray easy-to-read text against light backgrounds
[ ] Meet minimum contrast ratios for accessibility
[ ] Avoid colors that could cause eye strain or readability issues
Accent Colors
[ ] Use sparingly for links, headers, buttons, and highlights
[ ] Ensure accent colors compliment main brand palette
[ ] Don’t let accents compete or clash with primary colors
Photography
[ ] Select images with similar tones and hues as the color scheme
[ ] Avoid photos that contrast or distract from branding
Following this financial website design checklist will make it easy to choose branding, typography, and color contrast that builds professionalism and trust. Let me know if you need help executing these tips!
