Color is one of the most sneakily influential parts of your business—even if it doesn’t seem like this.
Not just does it impact the way people perceive your brand, it also impacts your bottom line. Your clients make certain decisions about purchasing (or not purchasing) your products based on your pallettes. It’s the reason restaurants are incredibly intentional about the colors they use.
This is not just hearsay either. Colour psychology is a very real educational study. Not only does it influence your day to day lifestyle, but it will have an outsized impact on your business too.
In fact , research has also shown that color accounts for 85% of an individual’s buying decision:
Yes, these types of numbers are pretty eye-opening—but there’s more to it than that will. Simply changing your website through red to blue won’t increase sales by 200%. Conversion optimization is a bit more complex than that.
However , this does show that you need to put more thought straight into color schemes than what appears good. When you use the right pallettes, you can have a massive impact on the way customers interact with your website.
These interactions can ultimately lead to more product sales and more revenue.
In this post, I’ll get into some of these elements and ways you can make use of them to make the best creative choice for your ecommerce shop. Afterwards, I will show you the very best resources to help you learn more about designing a great ecommerce website.
7 Tips to Choose the Right Color Schemes for Your Business
- Choose colors for your brand-not just your own ecommerce store
- Apply color psychology
- Consider your business and products
- Consider your target market
- Use the correct color usage pattern
- Consider user encounter
- Color mindset won’ t always fit with your business
As with anything business related, what works best for you and your business is going to be unique. Just because other ecommerce stores are using a specific color scheme doesn’t mean you should too.
For example , UPS and FedEx offer the same services. Nevertheless , they have entirely different color schemes (UPS is brown and gold, whereas FedEx is certainly blue, orange, and white).
Also, it should be noted that color theory and psychology isn’t a hard rule. Instead, think of all of them as launching points for the ecommerce website’s ultimate style.
With that out of the way, let’s jump into it.
Tip #1: Choose colors for your brand—not just your ecommerce shop
Too many entrepreneurs forget that choosing colors is a branding choice. In case you have no brand, it’s unattainable for you to make the right decision when it comes to visual elements.
Your ecommerce shop is no exception. The color plan has to be consistent across all your business assets. I’m referring to social media, business cards, blog graphics, etc .
Professional sports teams try this very well. For example , the Los Angeles Lakers have their classic purple-and-gold uniforms that are instantly well-known. They use those colors across merchandise, social media posts, ads, uniforms, and more.
It’s not enough in order to choose a few colors you believe look nice and going with this. You first need to get crystal clear regarding your brand. When you have that will, it will be much easier to relate it to the world visually.
Use the following encourages to help you gain clarity into how your brand identification could be represented by color:
- In a single sentence, express who you are, what you are, and whom you do this for.
- Consider one word that explains your ideal customer.
- How about one term that describes your brand?
- How do you want people to feel about your business?
- What problem do you solve for customers and how do they feel after it’ s been solved?
Take a notice of your answers. You’ll need them in the second suggestion.
Tip #2: Apply color psychology
In the exercises above, I place a lot of focus on feelings.
That is because the way a potential consumer is feeling influences their own purchase decision-making. For example , if a person coming into a store is in a bad mood, the salesman has to do more to obtain the sale. However , if the person is in a good mood, they are more likely to purchase a product.
That’s exactly where color psychology comes in. The right color can help improve the customer’s mindset and primary their feelings before any kind of sales conversation happens.
Think about it. It’s why you’d wear the red outfit if you want to become a showstopper. That’s what reddish colored does.
If you joined a room and the dominant color was black, you’d feel a sense of sophistication and luxurious. That’s the response that will black evokes.
Why do we associate feelings with colors? It’s element of our conditioning. And it’s not just emotions. Concepts, actions, and qualities are all evoked from visual cues for example color.
Bottom line: You can (and should) use these connotations for your ecommerce website’s benefit.
Want to come across as trustworthy and dependable? Consider azure. The financial industry utilizes this to great impact. It’s the color of safety and trustworthiness, which is what you need people to feel when you’re handling their money.
That’s why it seems sensible that companies like PayPal use it.
Therefore does Citigroup.
And many others like Goldman Sachs.
While blue can evoke positive emotions like calm and security, it can also bring up negative feelings. In fact , most of colors evoke both optimistic and negative feelings:
And some more .
Note: Color psychology can be even more nuanced than exactly what these images say. This really is just a simplified look at the subject.
Other variables need to be considered. It isn’t really just about your logo and exactly what colors you use in the header. It also involves what kind of brand you create—and what you offer your customers.
Tip #3: Consider your industry and your products
There are a set of pallettes that are innate to most sectors.
For example , dark, gold, and silver are usually prominently used in the luxury car industry. That’s because they conjure feelings of refinement, prosperity, and status.
Take Lexus for example.
Brands with a into the eco-conscious focus, like Babyganics, gravitate towards greens, blues, and yellows. This evokes the natural and lively feelings of childhood.
To get a full knowledge of your colors, visit the ecommerce stores in your industry. Grab a notebook or pull up a Google Doc plus take notes. Examine their particular color schemes and other visual components.
What works and what doesn’t?
What are some patterns that appear across the board?
This research is important even though you don’t use the colors you find. By getting a sense associated with what’s happening in your market, you will end up getting a better idea of the direction your brand should (and shouldn’t) go.
You may even decide that a particular color is usually represented too much in your industry. To differentiate your brand name, you can take an alternate path.
One good example of this comes from Uber and Lyft. Uber goes with black, evoking feelings of sophistication, luxurious, and reliability. They also offer services specifically targeting riders who value an extravagance experience.
While Lyft uses magenta. It’s a more fun, light-hearted colour to evoke a more lively feeling. They’re going after more youthful clientele who would more than likely make use of a Lyft to head to a fun night out (socially distanced, of course) than to head to function or to meet a client.
Go deeper: Uber comes with an entire page dedicated to their particular color branding choices. Even though your industry isn’t in ride-sharing, it’s worth the particular read to see the intention plus reasoning behind a successful company’s color choice.
Tip #4: Think about your target demographic
This is one of the most crucial considerations.
Understanding your audience is one of the most important things you can do for your entire business. From knowing what products to produce, to what services you should offer, to what social media sites you should use, you need to start with your target audience.
And your colour scheme is no expedition.
All good companies know their niche and cater to a well-defined group.
Whether there is a narrow or wide concentrate, factors such as gender, tradition, and age do have an impact on color preference.
Consider culture. Whilst white represents purity and life in the West, it is a colour of mourning worn at funerals in some Asian cultures.
Age has a comparable effect. In many parts of South America and the Carribean, purple may be the color of death and is regarded as unlucky when worn beyond a funeral.
You have to consider the individuals you serve and want to catch the attention of to your business.
Define all the demographic elements representing them like age group, location, gender (if applicable), culture, and more. These can help guide your decisions on what colours to use.
For example , imagine someone in your target audience is marketing VP. She’s short on time and wants to get results for this campaign in her inbox yesterday. She’s built a team of folks she knows are experts on what they do.
A color that mixes blue and purple would be great if this fits somebody in your target audience, since they believe in intelligence.
Tip #5: Use the right color usage pattern
Everything—from your sector to the specifics of the individuals you serve—has a part to try out in color decisions.
That’s why there’s no one-size-fits-all solution to the color question. While it can be overpowering to consider all the color options, there’s a simple solution: Utilize a color pattern that’s aesthetically appealing.
It’s surprisingly simple, but it’s true. There’s no monolithic color solution for every business, emotion, and demographic. It’s about finding a combination of contrasting colors and shades that’ll give you a unique color scheme.
Doing so makes sure you don’t isolate any part of your consumer base by being inconsiderate to their social conditioning. But the dominating deciding factor should be exactly what has the most visual appeal.
I’ve made this super easy with a three-step formulation to help:
Step #1: Choose a core color.
This will serve as your bottom.
It will be the color you use the most. I recommend one that reflects the feeling you want to evoke in your customers.
For instance, Quick Sprout’s core color is green. This evokes growth, fecundity (fancy word for abundance), and money. It’s a good colour for our brand, industry, and target market.
That’s because we’re in the business of helping your business develop. That means finding the right customers, creating the right products, and earning money.
(Also, choosing the right color schemes of course).
Stage #2: Choose a color complementary to your core color.
Your supplementary color should be something that clashes well with your base but additionally complements your base colour.
A good general guideline: Use the color wheel (see below image). The color steering wheel can help tell you what colours complement each other. Typically this is the color that actually contrasts probably the most visually with it. Select a colour opposite of your dominant color on a color wheel in addition to a good contrasting color.
Go deeper: The color wheel is a perfect representation of the relationship among primary, secondary, and tertiary colors. Learn more about how to use it here.
When you use it, you’re depending on the proven principles associated with color theory to determine the correct contrast. But remember: color combos sometimes have very specific meanings behind them already. For example , red and green are complementary colors but you possibly wouldn’t want to choose if your business isn’t some sort of in season operation revolving around Christmas.
Additionally you don’t have to choose two opposite colors. This is just a solid rule-of-thumb when it comes to picking colors that generally work well.
Step #3: Choose a color that pops against the other two.
Lastly, you need an accent color. This is the color that you’ll use to call attention to essential elements on a web page or email (e. g. phone calls to action). If you want your reader to click on a certain switch or text, the accent color is what you should use for it.
Let’s look at Ramit Sethi’s blog for instance. Yellow is his highlight color.
Throughout their website, every call to action is certainly yellow. It pops because the rest of his site is definitely white or black.
Here’s a call to read more of his content:
He asks users to enroll in one of his courses:
When you have a problem or questions, this individual clues you in to speak to live support:
The particular combination of consistency and place is a subtle visual cue to encourage people to function.
How can you choose your accent colour?
Let’s return to the wheel. Since you’re using three colors inside your scheme, you want to form a triad within the color steering wheel.
Using three pallettes now, you’re going to want to get close to the opposite complementary colour without using it.
Confused? I don’t fault you.
Let’s use blue as your base color for example. Its supporting color would be orange, considering that that’s what is opposite it on the wheel. However , given that you’re using three shades now, you’ll want your complementary color to be some thing close to it but not precisely it. In this case, you might make use of purple. Your accent colour then might be yellow considering that it’s the last connect stage on the triangle.
What if you want to use over three colors?
It’s the same principle. Don’t use unrelated colors, BUT be sure to use colors that will contrast with each other while suitable for what your business is.
Tip #6: Consider user experience when selecting a color scheme
Above all, user experience should arrive first.
The particular aspect of user experience many affected by color is readability.
Nothing can make a web visitor hit the back button faster than yellowish text on a white history (or some other equally distasteful color scheme).
To prevent that, you want to choose colours high in contrast.
White background and black text do the trick (no make use of messing with the classics unless you have to).
You can experiment a lot more with graphics. Just be sure to check the contrast value on the colors to see if they complement each other.
Tip #7: Color psychology won’t often fit with your business
By now, you may have noticed a ton of factors influence color choices.
Color psychology has had a lot of rigorous educational study behind it. Nevertheless , the lessons don’t normally apply when it comes to business and marketing. After all, strong brand identification should guide your choices a lot more.
For example, many studies have shown that will both men and women hate orange:
And many other brands have used this color to great success.
Amazon is a prime example. Early within the business’s life, its base color was orange (that’s since changed to a sort of teal with orange as an accent). Orange has also been proven to motivate impulse shopping.
No one color scheme will have people knocking down your doorway to buy what you’re marketing.
However , it is very helpful as a launching point when considering colors for your ecommerce website. So read up on color psychology. See how it effects businesses and marketing. Yet do so with a grain of salt.
Utilize the colors you love and find attractive.
Then, test them out to see what your customers react to the best. Conduct split exams and make color the only real variable. You can’t go wrong generally there.
Resources intended for Designing Your Ecommerce Store
Interested in understanding more about how color impacts your websites? Or maybe you just want some more tips on your businesses color schemes? Or maybe you want to look at more pretty shades?
Whatever the case, we have the materials to help you out.
Below are among the best resources from us and a few websites we like to assist you to choose the right colors (and create the best website for your ecommerce store):
Assets for Colors
- 10 Trending Site Color Schemes
- Choosing the Right Color Schemes for Your Ecommerce Shop
- Exactly how Colors Affect Conversion Rate
- The Mindset of Color
- Neil Patel: How to Use the particular Psychology of Color to Increase Website Conversions
- Neil Patel: 12 Important Tips to Picking a Website Color Scheme
- a few Popular Colors for Web sites – When and How to Make use of them
Assets for Web Design
- 13 Website Design Guidelines
- How to Build a Website
- Greatest Website Builder
- How to Start a Blog which makes Money (Lessons Learned)
- Best Ecommerce Web site Builder
- Best Ecommerce Platforms
- How to Start an Online Store
- How to Design the Homepage that Converts
- A Simple Guide to Website Usability – Best Practices
I’m a big champion of color theory and everything things consumer psychology. I know first-hand that it works. I have seen the results in my company.
But I’m also big on not remaining confined to concept.
Your brand name is unique and so are your consumers. The only way to find out what works on their behalf is to put the theories into practice. See what impact they have and make changes from there.
There are no doubt that if you consider all the factors discussed in the write-up, you’ll find a color scheme that works wonders for your ecommerce business.