The Colours of the Top 100 Web Brands

Today it’s more critical than ever for companies to differentiate themselves from their competitors and make memorable connections with their consumers by creating unique, recognisable brands. Every touch point of a brand plays a vital role in brand recall, but the brandmark is the heart and soul of a brand’s image. As awareness of branding grows and more businesses invest in their brand’s identity, colour is becoming more important for companies looking to differentiate themselves visually. In today’s tech-savvy society a website is a main touch point for a brand.

In the world of brand design, choice and use of colour provides the potential for a wealth of carefully crafted and powerfully communicated messages about your brand. As a brand designer in Melbourne I am constantly surfing
the net and it is easy to see the dominant colours used by brands. What is the most popular and dominant color
online? Creative community blog COLOURlovers has researched the brand colour of the top 100 sites in the world
to see if they could paint a more colorful picture.

COLOURlovers discovered that the web landscape is dominated by a large number of blue brands, however red does occupy a large amount of space. What’s driving this? You would expect that companies organise extensive branding research and market tests to select the colour/s that project the correct message to entice the consumer to the brand. Unfortunately many of the brands that have grown to be global web powerhouses started as small web startups, while large corporate giants with branding departments spend quite a lot on market research, branding, etc.

Lots of the sites listed above got started with brands created by the founders themselves with little to no research
into the impact their color choice would have. I once asked Mark Zuckerberg, the founder of Facebook why he
chose blue for his site design… “I’m color blind, it’s the only color I can see.” …and now 500 Million people around
the world stare at a mostly blue website for hours each week. (

While the initial rational for the brand colours may be trivial, the impact that these dominant brands now have in the
web landscape will no doubt influence smaller companies wishing to share the positive color associations they created. Therefore the colours Blue and Red will most likely continue to dominate, but we can hope that new brands entering
the market take a different perspective and decide to push the colour boundaries of their brand.

If you’d like to talk to some people who spend way too much of their life eating, sleeping, thinking about brand
give us a call.

Cassandra Gill
Director of Design.


  1. Interesting snapshot of leading brands on the web. Apart from having a different colour to their competitors, can you shed some light on what the colours blue and red communicate – what is their meaning and how does that relate to the colour choice a brand makes?

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  3. Great graphic displaying a visual overview of the colour palettes used in the top web brands. Red and blue definitely dominate. Is this because they are strong colours on screen or is there a particular marketing message by choosing those colours?

  4. Here’s a nice scheme on how colors affect purchases I ran into a few months ago.

    On another note although most brands nowadays, especially start-ups are afraid to take a risk and go for blue, it seems that the psychology of color is becoming more and more insignificant.
    A common perception for example is that the combination of yellow/orange/red and black undoubtedly means risk, danger etc. However when Austrian bank Raiffeisen Bank went for yellow and black for their identity…well they turned the color psychology principles upside down. And they seem to be doing pretty well…
    So in my opinion the question is whether colors are still such a significant factor in consumer’s drive to choose one product over another.

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