diff --git a/netbox/dcim/tables/devices.py b/netbox/dcim/tables/devices.py
index 1b29f1ce9..e6db5db2d 100644
--- a/netbox/dcim/tables/devices.py
+++ b/netbox/dcim/tables/devices.py
@@ -755,9 +755,7 @@ class InventoryItemTable(DeviceComponentTable):
             'args': [Accessor('device_id')],
         }
     )
-    role = tables.Column(
-        linkify=True
-    )
+    role = columns.ColoredLabelColumn()
     manufacturer = tables.Column(
         linkify=True
     )