How Color and Font Can Help Build a Stellar Personality in Web Design

Created: Jan 17, 2017

Updated: May 11, 2024

Everything that we see is perceived in our brain differently than what meets the eyes. A certain degree of emotion is mixed with these images that are processed in our brain. But this emotion needs to be provoked first. Elements such as aesthetics, colors, placement, size and shape incite these emotions which can lead us to think or act in differently. It explores the human connection with the subject and exhibits a sense of duty towards it. This sense of duty is essential to the merchant in several ways. In this article we have put together two underrated elements that contribute emotional energy in the web design. Color and Font are two major stake holders in determining the web design personality of your website, but first let’s understand why personality in web design is so important.

A Personality Web Design

A personality web design or emotional web design focuses on the establishing a human connection with the user by introducing certain factors that link the human mind with its elements shown within the design. This helps merchants achieve their business goals by triggering certain responses that facilitate in the conversion process of the customer. These elements include color, font, visual content, CTA buttons, negative spacing and body copy etc.


First off we have color. Color is what sets apart the contrasting margin of elements in a web design. But color is not something that should be taken as a trivial bit. Every color exhibits a certain level of emotion. It qualifies situation and gives a purpose to the platform without compromising its content. But color is not just expressed in terms of the surrounding. Their presence is also a result of user preferences to captivate customers and produce a favorable environment for ecommerce. To use the right mix of colors, you must have a fair knowledge of color psychology.  We have listed some colors that are predominantly used in web designs to exhibit personality.


Red along with its shades and weaker tints are powerful signals of immediate action. They bring out urgency and provoke the viewer into response. Red is used for alerts, slashed prices and CTAs for the obvious reasons.


Yellow is a color of caution. It reflects importance on the subject since its stands out in darker contrasts. For this particular quality, it is used for representing Sale signs on websites.


Orange represents warmth and vigor especially for the young demographics. It also goes well with lighter contrasts in web designs. That is why orange is often used for sports, energy drinks and fitness websites.


Green is a color of nature. It exhibits a sense of well being, health and innovation. Because of these characteristics, green is used for health products and eco-friendly websites.


It gives out a trusting and welcoming vibe for the users that establishes a good customer relation. Due to this, blue is used for banking and money related website that need to send a message of trust and security to the consumers.


Most websites use text as their primary mode of presentation. Text is more than just a means to inform the user. If text is used correctly during the web development process, it can exhibit expression and elegance just as any visual element on a website. The use of font is what sets text apart from alphabets, digits and words. Font signifies the importance of the text by using styles, size, italic, bold or spacing between the content.

The structure of a letter is mapped through a baseline, cap height, meanline, decender, acender, serif and height. This helps the letter gain shape and personality so it can deployed in the field.

Popular Font Styles Include


The Garalde is a mixture of Roman elements and dates back to the Venetian era. The style is based on thick and thin strokes with low/moderate contrast. The serifs are also round. These features improve readability and are hence best for fluent wording.


Transition style is a bridge to Old and Modern fonts. These fonts have the same line for majuscules and ascenders of the lower case while the breaks are horizontal. The axis is a little oblique as well. Times new Roman is the most widely used font style of this family.  These fonts are best used for formal and scholarly content in websites.


With strong on point features, the Didone is designed with thin horizontal strokes but the vertical ones are thick. Serifs are vertically joined and remain non-rounded. Some popular font styles include Century, Bodoni and Bookman. These types of styles are best used for conveying authority and leadership to the audience.

Slab serif

Slab serif features not only help the font stand out, but also make it savvy in technology rich web environments.  Fonts such as Rockwell, Memphis and Excelsior are based on square and larger serifs and mostly perpendicular on rectangular ends. Due to such qualities, the font is popular in Electronics and software websites where technology is mostly the theme.

Sans Serif

Although Sans Serif was born early in the nineteen century, it took nearly a decade for designers to acknowledge its potential in web designing. The cardinal feature of san serif is the absence of serif itself. Due to their simple characteristics, sans serif fonts flourish in abstract environments where text is not the only element to incite emotions. Some of the most popular san serif fonts include Arial, Helvetica and Futura.


Hand written scripts are the brightest beacons of font personality. They can pack a bigger punch than any other form of style or script since they represent the human side of the website. Handwritten fonts are ideal for expressing narratives of customers such as reviews and testimonials.

Final Thoughts

Through an appropriate mix of colors and the correct choice of font to represent text, you can easily create an emotional presence in your website and generate healthy traffic and conversions for your store.

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