What you need to know: Colour Psychology and eCommerce

Did you know that you can tell a lot about a person via their favourite colour? It’s the same for online stores. Lots of eCommerce stores are not aware that the various colours they use on their website could have a significant impact on their customer’s mood. Ensuring you establish the perfect mix of colours can mean the difference between a one-time visitor and a long-term customer.

According to statistics, over 90% of people say that colour plays a vital part when purchasing merchandise. Not only that, but further research has shown that shoppers subconsciously judge products within the first two minutes of viewing a product. Crucially, around 75% make an assessment that is solely based on colour alone. It’s no surprise then that the layout and choice of colours are integral to eCommerce success.

Below we briefly discuss various colours and how they can impact your brand and eCommerce store. From this, you can gain insight into what colours may work best for your product and how to utilise these to attract and maintain customers.


Brown is considered a dependable colour. It’s known as a reassuring colour to potential customers. If used smartly it can be used to convert a customer into a final CTA.


Orange showcases ambition, passion, and energy. When paired with cool shades of blue it can give off an exciting and positive aura.


Yellow is known for its positive and cheerful energy. It’s great for grabbing attention, however, should be used in the correct amounts. Too much yellow can turn customers away. Find the perfect balance of integrating yellow with another colour.


Green is associated with nature so therefore exudes an organic aura which is easy on the eyes. When a customer sees green, they often relate the colour to safety, relaxation, and harmony.


We often associate pink as a feminine colour, but it can appeal to men when used for romance, kindheartedness, and love. Pink has a soothing effect so it’s perfect to balance more aggressive colours such as red, orange and black.


Red is an emotional colour, and you often find it used for emotion-based products. Red is usually associated with life, love, and confidence, and it’s a great colour for converting potential buyers into recurring customers when balanced well. However, don’t overdo it, as too much red on an eCommerce website can be visually overwhelming.


White showcases wholesomeness, purity, and clarity, and it’s essential to most web pages. White spaces need to be used around your content to ensure potential customers don’t feel boxed in or overwhelmed by content and sales.


Purple has always been associated with power, royalty, and affluence. If you balance this colour wisely, it can assist a customer in making a positive purchase.


Blue is a colour that conveys feelings of peace, trust, and productivity. It’s a commonly used colour on websites, however, you shouldn’t use it for hospitality related industries as it’s known to decrease appetites.

When you find the perfect balance of colours for your eCommerce website, it can help influence your buyers in all the right ways. Consider websites you’ve been on before that you liked and disliked and take inspiration from them too. Don’t underestimate the power of colour in your web design. If you’d like to find out more about how we can help, then get in touch.