Marketing Blog


Which Colors are the Best for Your Insurance Website?

The overall color palette of a website is one of the first things people notice. Colors affect people psychologically. The impact colors have on the human psyche directly influences thought, moods and behavior. So, selecting the right colors for your insurance agency website is important since you want the colors to evoke the right response from your visitors. 

In order to successfully sell insurance products from your website, it is important to understand the role that color psychology plays in online marketing. For instance, yellow and red grab attention, provoke excitement and stimulate people into taking action. When red is paired with gray, the combination incites impulsiveness. Blue is associated with trustworthiness, loyalty and competence. The color white is seen as professional, especially when viewed on a business website.

Colors can and should affect the layout of your insurance website. Dominant colors should be used throughout the design and represent the line of business that your company is associated with.  Hints of complimentary colors should be used sparingly to draw attention to important parts of your website. 

For example, if you sell health insurance, cooler shades of green and blue could be used as the dominant colors, while subtle splashes of orange or red could be used to draw attention to company contact information or quote forms. 

Different insurance products need different combinations of color on a website. Below are some examples and explanations of the dominant colors that would best represent the various lines of business.

Commercial Insurance

Bold, slightly darker blues and greens usually work best when representing commercial insurance products since blue creates the perception of security and professionalism, and green is associated with wealth and success. If you are a smaller contractor, fun, vibrant shades of these same colors will successfully represent your business as they will also evoke a sense of cheerful confidence.


Corporate insurance websites work best when there is a lot of white with hints of blues and green. Lots of white space asserts the appeal of professionalism on a website. The type of blue and green that should be used depends on how you want to portray your agency. For example, if you want to evoke a sense of modernism, then brighter, slightly more saturated blues and greens would work best. If you want to portray your company as older and more established, then dark, bold versions of blue and green should dominate the color scheme.

High Value

High value agencies are best represented when the dominant colors on their website are black and/or white. Black is a powerful and sleek color that is often used to market luxury products. When white is the dominant color, it creates the desired appearance of simplicity, class and professionalism for a high value insurance agency. In collaboration, the two colors create the type of classy, timeless and upscale presence that attracts high value clients.

Small Town Agency

Warm and casual colors are perfect for indicating the personal, down-to-earth feel of a small town agency. Warm colors, such as red, orange and yellow, energize and uplift. These colors tend to have a positive effect on people and communicate a sense of closeness and security, which is necessary when working with a small town insurance agent. 

Personal Insurance

Choosing colors that represent personal insurance on your website depends on the type of clients you want to attract. For example, if you are targeting affluent clients, you would want to use colors such as black, white and green since those colors are associated with wealth. Whereas if you are appealing to middle class clients, then warm, welcoming colors like red and orange would communicate enthusiasm and friendliness. Finally, bright, slightly saturated, and friendly colors such as bright green, yellow and bright blue would make your agency appear more approachable to lower income customers.

Make sure you don’t use too many colors, which can make your website look messy and unprofessional. Two to five colors total is sufficient and effective for your website design. You also want to make sure that the website colors compliment your logo. This will reinforce your branding efforts.

Color is one of the most powerful methods of design. It has the unique ability to attract the customers you are targeting and encourage them to choose you. Selecting the right colors to represent your agency will communicate the purpose and products that your agency sells. It will also help to evoke the response that you desire the most from your customers.


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