Using Color Psychology on Your eCommerce Site: Expert Tips + Examples

Colors can speak volumes. That's why it's important to choose the right color scheme for your eCommerce store and merchandising strategies. Find out how to effectively communicate with your customers through the color wheel.

Jaques Cilliers - Writer for Fast Simon
By Jaques Cilliers
Kelly Hendrickse - Editor for Fast Simon
Edited by Kelly Hendrickse
Oli Kashti - Writer and Fact-Checker for Fast Simon
Fact-check by Content writer and fact-checker Oli Kashti

Updated November 14, 2023.

Using color psychology on your eCommerce site is a visual merchandising method that impacts user behavior. A study shows that up to 90% of a consumer's initial assessment before making a purchase is based on color. Using color to ignite certain emotions and associations in the user can be a powerful tool for guiding user behavior. Follow these expert tips and examples to add some color to your eCommerce site.

Consider Your Industry & Target Audience

Certain colors can be used to attract target consumers. For example, red on fashion and retail websites creates a sense of urgency and excitement. This can help encourage conversions, which can increase profits.

The Red Clothing Co. uses red in their fonts to call for action.

Additionally, personality types can also play a role. A research journal reveals that green can inspire creativity and is more associated with less urgent calls for action. For example, The Woolery uses green and appeals to those interested in the knitting craft.

The Woolery website uses green to inspire creativity.

» Find out how visual merchandising can create an engaging eCommerce experience

How Color Can Help Achieve Your Desired Effect

With well-considered color choices, you optimize customer experience, communicate your brand's message, and even sway customers' actions.

1. Prompt Action With Red

Red is known to be an attention-grabbing color. HubSpot ran an A/B testing study, which depicts how red is a suitable choice for CTAs, achieving a 21% conversion rate.

Fragrance Buy: Red-y, Set, Buy

Fragrance Buy, a brand-name fragrance wholesaler, encourages actions such as subscriptions and draws attention to sales, which can drive conversions. Additionally, pulling focus to a "Perfume Advisor" option can incite trust in the business, which can help boost sales.

Fragrance Buy uses red to pull focus to certain actions on their site.

2. Establish Trust With Blue

Adobe notes that blue can evoke security, trustworthiness, and calmness. It can be a useful color to assign credibility, which can create customer loyalty.

Mastermind Toys: Keep Your Peace of Mind

Mastermind Toys is a toy and children's book store. By using blue throughout their site, parents—undoubtedly a large part of the target audience—can feel reassured and secure in purchasing products for their children. Pairing blue with red for the online shopping cart draws attention to the idea of completing a purchase.

Mastermind Toys' site uses blue to connote serenity and trust.

3. Spark Enthusiasm With Yellow points out that yellow typically expresses optimism, confidence, and problem-solving. Its boldness and warmth can be effective if your products or services focus on accessibility.

Postmark: Say Yellow to Great Service

Postmark's use of yellow and their reassuring copy can inspire confidence in their service. Because yellow is bright, using a less urgent color than red for the CTAs can encourage permission for action and prevent users from feeling overwhelmed. Also, blue is complementary to yellow, which can connote strong brand cohesion and polish.

Postmark's site encourages confident accessibility with the use of yellow.

» Need help? Discover critical online visual merchandising strategies to drive sales now

Using Color for Fast Engagement

Leveraging color psychology in your eCommerce site design lets you choose the right color pairings based on your industry, demographic, and product offerings. This way, you can communicate your brand message clearly and drive desired user engagement, customer loyalty, and conversions.