Blue links still get the most clicks

Google tested 41 shades of blue for their link color to find the one that produced the most clicks. They found it. And it reportedly generated an additional $200 million in annual revenue from the change.

The reason blue works isn't aesthetic. It's learned behavior. Since the earliest days of the web, links have been blue and underlined. Every person who uses the internet has been trained to recognize blue underlined text as clickable. This convention is stronger than any design preference.

Sites that change link colors to match their brand palette often see lower click-through on inline links. Not because the color is ugly. Because visitors don't recognize the links as links. They read past them as styled text.

Keep links blue in body copy. Or at minimum, keep them underlined and noticeably different from surrounding text. You can style navigation however you want - users understand nav elements are clickable regardless of color. But inline text links need the visual convention.