How to use Color Theory to enhance your eCommerce Store.

Color Theory and its use in eCommerce

Colours and the combinations of different colours have different emotional impact on people as they send different messages, this can mean understanding the colour psyche better can help you in business by creating appropriate emotions. Each colour has the ability to create a different mood or atmosphere.

Through this I hope to make you aware of the Colour psychology and how these colour signals can be utilized for improving your online eCommerce activities. But remember, the colour psychology is not same for everyone. It is dependent on the religion, culture and location, and imparts different meanings.

Now let us have a small idea about what each colour has to say:


We are all almost aware that red colour depicts energy, a sign of urgency, desire or love, anger and violence, passion, and danger. We can see that this colour is associated with a lot of feelings that contradict each other like love and anger. Due to this, the colour red has the ability to physically increase heart rates and the overall metabolism.


This colour stands for happiness, aggression, and transformation.


Another commonly used colour, yellow stands for hopefulness, sunshine, expectation, power, and delight. The colour will bring an overall cheer to your site but if overused it might have a negative impact as well.


Blue stands for belief, safety, peacefulness, responsibility, and friendliness. This is the main reason why blue is commonly used by banks etc. as a symbol of trust and responsibility.


Green shows richness, nature, envy and rebirth. Depending on what shade you use, the meaning changes drastically


It stands for royalty, creativeness, knowledge, dignity, and position. Light purples can also depict romance.


We all are aware that pink is for love, quietness, femininity, and friendship. As pink is associated with females it is very rarely used to target men.

White (Ok now how do I display the text in white here ;))

It stands for glow, goodness, purity, transparency, and simplicity. It has a positive impact, but if used alone it may give the feeling of emptiness.


Blacks shows control, classiness, reputation, and elegance due to this black can be used with any other colour.


It suggests prestige, enlightenment, and richness and is generally used as a secondary colour.

Silver (Another tough one :))

It again stands for prestige, coldness, technical.


Color combinations and how to use them

By varying the shades of the above colours, you can have an emotional connection with your clients. Like light blue shows more friendliness touch as compared to dark blue which shows safety. Lighter greens have calmer impact while brighter greens have energetic feelings. Yellow colour sometimes stands for brightness and power while it may also depict cowardness. This is why colour usage has to be considered while interacting online with your customers.

There is a huge shift in emotions with lightening or darkening a colour, and even combining different colours together, like black and orange are commonly used for Halloween, and red, white and green for Christmas etc. Not only this, colours can also represent your brands, for example blue colour used by Facebook which is different from that used by Twitter nut both are easy to find. Colours and Brands Logos when associated with certain colours helps you to improve brand recognition by 85%.

Selection of colours must be such that it must capture visitors' attention also they must impart appropriate information, as colours are the primary and structural element in a website designing. Colours should have spatial and navigational effects on the site that will enhance the customers’ interest in the shopping. For best colour impact:

• Select appropriate colours based on your products and services. The colours should have some relationship with the product and services you offer.

• Use colours for directing customers’ interest on the most important areas of your website, like what the users should first see, and where they should go next.

• Keep colour variations as minimum as possible as our brain can understand and organize easily only if minimum colours are available in the visual field. Excess of colours and shapes will hinder focus and in turn make users to skip the page or the full website.

• Use the principle of colour harmony to have a pleasant visual impact. It means that overall the navigation system, banners, buttons, texts, and images must blend together and there must be some common attribute for uniting them.

Colour is one of the primary building material of your online store...

Choose appropriate colours to make your customers buy from you.

Hope this helped!