Can Color Influence Ecommerce Conversions?
“Colors, like features, follow the changes of the emotions.” – Pablo Picasso
Your ecommerce site sends out various signals to customers, leading them to purchase merchandise or leave your site. As an example, an online store with high-definition product images on the home page is more likely to keep customers interested than a site with grainy photos.
The color scheme you choose to represent your brand identity has a profound effect on your site’s users as well. In other words, color can absolutely influence ecommerce conversions. For years, marketing and design experts have linked specific colors to customer behavior in an effort to drive sales and increase the amount of time shoppers spend on websites.
Design specialists recommend websites employ a maximum of two or three accent colors to keep things clean and consistent. Some ecommerce platform providers, like Shopify, offer free website themes with all of the considerations in place to give your store the right look and feel without a lot of effort or time spent ramping up.
Here is a quick guide to colors and their influences.
Black exudes class, sophistication, luxury and affluence. It is both elegant and understated. Black’s strength is in its ability to make other colors pop – like wearing a black evening gown with red lipstick.
This same principle can be applied to your ecommerce store. Use black selectively to counterpoint more vibrant and energetic colors. However, too much black can make your site feel claustrophobic or intimidating – which isn’t the best idea, unless you run a goth clothing brand.
The color of passion and intensity, red’s very nature is energetic and attention grabbing, which is why sale items are always affixed with a red sticker.
According to Business Insider, “seeing the color red increases aggression and makes us bid higher on products during auctions.” The message is clear. If you want something to really stand out, use a red accent. But don’t drown your e-store in red backgrounds and images, as this will reduce its impact.
Easy on the eyes, blue is used on nearly every social media site. The color emanates a sense of peace and tranquility and is likely to keep shoppers on your site for longer periods of time.
However, blue is quiet, so it’s probably not ideal for sale items or calls to action. This might also be why blue is perfect for embedded URLs. The color won’t distract from the copy, but stands out just enough to let readers know they can interact with the link if they choose to.
If you want to demonstrate happiness, optimism and youthful vitality, there’s no better color than yellow. Use this color if you want your ecommerce site to appear playful and fun. It’s perfect for selling children’s toys or pet products online. But never put yellow text on a white background, like this. As you can see, it’s a sure-fire way to give shoppers eyestrain, as well as incur a high bounce rate and lost conversions.
Green has dozens of associations. It’s natural and soothing. But it can also represent money, wealth and savings. Because green is so diverse, you should explore different ways of combining it with other colors. For example, placing green next to brown is a surefire way to get customers thinking about nature and health – which is superb for environmentally friendly brands.
As you can see, each color has its proper place and utility. Now that you know how colors can affect customer impressions and conversions, you can start tooling around with combinations to find the best fit for your ecommerce site.