Neutral Website Color Schemes




When selecting a neutral website color scheme, consider which emotions you are trying to evoke in your target audience. If your brand is focused on one or more of these qualities below, a neutral website color palette may be a good choice. Ecommerce sites will often use a neutral color scheme so the product images will stand out and be the focal point.

Qualities of White: Beauty, Cleanliness, Faith, Freshness, Happiness, Innocence, Innovation, Integrity, Minimalist, Neutral, New, Possibility, Purity, Safety, Simplicity, Sincerity, Virtue

Qualities of Gray: Elegant, Formal, Modern, Neutral, Sophisticated, Traditional

Qualities of Black: Authority, Classy, Control
Edginess, Elegance, Expensive, Formal, Independence, Intelligence, Mystery, Power, Professional, Prosperous, Rebellion, Sleek, Sophistication, Timeless, Wealth

Industries Using Neutral Website Color Schemes

  • Innovative Products
  • Ecommerce
  • Luxury Auto
  • High-End Products & Services
  • Art & Design
  • Music

You can use a neutral website color scheme, even if you are not in one of the above industries. There is some general guidance around which colors work best for specific types of industries: for example, you will see a lot of red in the restaurant industry, but you can break the rules.

As long as the look and feel of your website design is suitable for your target customers, and suits your brand, it should work nicely.


Using Neutral Colors

There are no hard and fast rules, but here are a few brand archetypes that may choose to use black, white, or gray in their brand’s color palette:


  • Ruler Archetype
  • Magician Archetype
  • Innocent Archetype

Black & Gray Brand Logos

All logos copyright of the respective brand.

Websites with Neutral Color Schemes

Below are just a few websites that are using the color black, white, or gray as part of their visual design and color palette. You can see that neutral colors work across different types of businesses and industries.


Business: Luxury Automobiles

Target Customer: Wealthy, Image-Conscious Consumers

Color Palette: Black. White, Gray

Look & Feel: Luxurious, Dramatic, High-End




Business: High-End Fashion

Target Customer: Fashion-Conscious Consumers

Color Palette: Black, White

Look & Feel: Rich, Stylish, Fashionable



Business: Computers & Tech

Target Customer: Those who Want the Best Designed Technology

Color Palette: Black, White

Look & Feel: Modern, Sleek, Innovative


Neutral Website Color Palettes

Below are some examples of potential website color palettes featuring the colors black, white, or gray. Feel free to use these color schemes in your brand designs. Or, click the link and visit the Adobe color palette website where you can modify these color palettes and make your own.

Red Color Pallettes

Calming, Down-to-Earth, Warm

Dusty Pink Palette

Clean, Traditional

Pink Brown Palette

Serious, Grounded

Pink Bright Gray

Elegant, Confident

Coral Pink Gray Palette

Professional, Corporate, Traditional

Pink Aqua Mint

Competent, Warm

Eggplant Pink Pale Blue Palette

Solid, Masculine

Dark Gray Pink Beige Palette

Upscale, Luxurious