So I've been experimenting with link color and how it affects CTR. One might think that if you have a red background, with a white text area and black font on your site that you should make all of your links red to match the theme. This is exactly the opposite if what you want to do because your links will blend in with the rest of your text. A great color is Blue. Think Opposites on the color wheel, but make sure the color can still be read on the text area. A yellow link on a white text area is not a good idea.