Introduction

Color plays a very large role in our everyday lives, and has a significant impact on our emotions, mood, and decision making process. For this reason, it is incredibly important to select the correct colors when designing an e-commerce store, as this will directly impact your sales and your customer experience. Here is a comprehensive guide to how color psychology is used in e-commerce.

Key Concepts of Color Psychology in E-commerce

Color Associations

  • Key Points:

    • Various different colors have inherent associations, and can evoke different emotions and feelings in your customers.

    • For example red may be associated with power, while blue may be seen as calm and trustworthy.

    • Use these associations to your advantage.

Brand Identity

  • Key Points:

    • Your chosen colors should align with your brands personality, and also be a reflection of your target audience.

    • Be consistent with your colours across your entire business, and all of your different marketing channels.

    • Choose colors that are unique to your brand, and that will make it stand out from the competition.

Call to Action Buttons

  • Key Points:

    • Choose colors for your call to action buttons that will draw the eye of the users, and encourage them to click.

    • Ensure that your buttons contrast from your background colours, making them clear and easily visible on the page.

    • Try A/B testing different colors, and see which option performs best.

Backgrounds and Layouts

  • Key Points:
    * Use your chosen colors to create effective backgrounds and page layouts, that will highlight your products and navigation.
    * Use your colors effectively, and do not make your pages too overwhelming.
    * Make sure that you use a combination of colors, that are easy on the eye.

Readability

  • Key Points:

    • Ensure that all of your color combinations do not reduce the readability of your site.

    • Ensure that your text, and other elements are easily visible against any backgrounds, or other elements.

    • Test your website with users that have color blindness, to see how your colour scheme is perceived.

Cultural Considerations

  • Key Points:

    • Be aware that different colours have different meanings, connotations and associations in different cultures.

    • If your target audience is international, or has origins in different places around the world, then make sure to be as inclusive as possible.

      • Test your color schemes across a variety of different locales, to see how well they translate internationally.

Conversion Rates

  • Key Points:

    • Understand the various ways in which color can impact conversion rates, and use this knowledge to inform your site design.

    • Consider A/B testing various color palettes to see what combinations perform best with your target audience.

    • Make sure to track all of the results of your testing.

Testing

  • Key Points:
    * Regularly test various color palettes, and other options, to see what works best with your target audience.
    * Always look for new opportunities to improve your site’s design, and to improve your overall conversion rates.

    • Use data to see what performs best, and never make decisions based on guesswork.

Accessibility

  • Key Points:
    * Always consider accessibility when choosing your colors, and ensure that your combinations are accessible for users with disabilities.
    * Ensure you are familiar with all guidelines around accessibility, so that your website is as user friendly as possible for all people.

    • Prioritize accessibility at all steps of the design process.

Consistency

  • Key Points:

    • Always ensure that you maintain a consistent color palette, throughout your website and in all of your branding materials.

    • By keeping things consistent, you will create a more cohesive and understandable visual identity.

    • This is an important aspect of building brand recognition.

Conclusion

By using color correctly, you can greatly improve the look, feel and user experience of your Shopify store. Color psychology is a very powerful tool when used correctly, and you can utilize this to help you increase sales and conversions on your site.