Color Psychology: Choose the Right Color Palette for eCommerce Branding

When it comes to e-Commerce and branding, nothing is ever just black and white. Visuals matter, not only for you but also for your customers. The viewer of your online store might not notice small details like the color scheme of your store, but their subconscious is always at work. That’s where colors come in. 

Online viewers need a maximum of 90 seconds to make a judgement about your product, and 90% of the time, this judgement is based on color alone. So choosing the right color palette for your online storefront is a top priority when it comes to increasing conversion rate.  

Choosing the right color scheme for an online eCommerce platform seems like a difficult choice when there are millions of colors out there. But don’t worry ‚Äď the article covers different aspects from color psychology to branding so that you can make the right decision.  

What different colors represent? 

The human eye can see around 10 million different colors. All these colors have different meanings and evoke mixed emotions in the viewers. Here are some of the examples: 

  • Red:¬†This¬†color¬†is used to represent energy and extreme emotions. This¬†color¬†is used to increase viewers’¬†heart rate by creating a sense of urgency;¬†e.g.,¬†this¬†color¬†is used in clearance sales and discount offers.¬†¬†
  • Yellow:¬†Represents youth and optimistic thinking.¬†It also represents openness and life.¬†¬†
  • Blue:¬†This¬†color¬†conveys feelings of trust, peace,¬†and security. It is often used by businesses and several marketing brands.¬†¬†
  • Black: Black represents power, intelligence, sophisticated,¬†and stability;¬†that is why it is used by most luxury brands like Dior, Versace,¬†to market their products.¬†¬†
  • Grey:¬†This¬†color¬†represents nature, a feeling of mystery and class. It also symbolizes neutrality.¬†¬†

Science behind Colors

According to Kissmetrics: 

  • 42 percent of the customers base their opinion of a website on its design and overall layout.  
  • 52 percent of the shoppers revealed that the color and quality of the image is the main reason for them to buy a product. 

As the statistics reveal, if you can use colors correctly on your website, then you can successfully influence your target audience. Use colors to influence their decision-making process and increase the overall conversions. By using enticing color combinations, you can change the viewer’s perception in favor of your brand.  

But understanding your customers in terms of color psychology is not straightforward as it may seem, so do think about consulting with e-commerce solutions Dubai based companies to leverage color palette to grow your brand. 

Importance of Color Psychology in Branding

Colors significantly affect our emotions and attitudes towards something. Research shows that 60-90% of the first interaction with a product is based on its colors and overall appearance and how those colors make us feel.

A great example of color and individual perception is the 2015 viral sensation of “The Dress.” The image went viral as people all over the world argued if the dress was white and gold or black and blue. What color did you see? 

Color Psychology in Branding

Each person has a different perception, and you can use it to your advantage for branding. Colors are powerful when it comes to brand building. You can distinguish top brands from the distinctive color of their logos and combinations, McDonald’s, YouTube, Google, etc.


Top companies like Coco-Cola and McDonalds have been using a monochromatic color scheme since their creation. These top companies use color to communicate value to their customers and market their products. First impressions are everlasting as it ensures that the customer will revisit the site.

Use Colors to Increase Conversion Rate  

Another way to leverage color psychology for your brand is Conversion Rate Optimization (CRO). The goal of CRO is to increase the ROI of your company, no matter how strong your competitors are. You can spend as much money on increasing site traffic, but you cannot achieve the conversion of those visitors to customers with that approach.


Optimization is the key to maximum conversion; let’s look at Walmart.¬†¬†increased their conversion rate by 20%, just by optimizing their website and upgrading it to a responsive one for mobile phones and tablets. So, consult with¬†e-commerce solutions experts to help you¬†design a responsive website¬†to attract customers and increase revenue generation.¬†

Following are some key factors to keep in mind when you are optimizing your online platforms: 

  1. Choose the right colors for your homepage as it provides a peek inside your business.  
  2. Use call-to-action colors that appeal to the customers.  
  3. Identify the gender of your target audience and use colors accordingly. For example, in a study, both men and women were asked about their favorite color, and the majority of them said Blue. When targeting children, use colors like yellow, pink, and orange that represent playfulness.  
  4. Make sure to use a theme, so your website does not look monotonous and dull.  

Understand your Brand and Get Creative! 

Consistency is essential to ensure a¬†brand that is coherent,¬†and it communicates value. Instead of¬†a¬†rainbow of¬†colors,¬†stick to a small palette and use them throughout your marketing platforms to¬†strengthen your brand’s¬†identity¬†and catch your viewers’¬†attention.

Next time you are out at your favorite fast-food restaurant, consider why you buy from them and trust their products. There may be several reasons, but your decision may have depended on your subconscious color preference once you understand that you can play with colors and create a memorable visual experience for your customers.  

And don’t forget if choosing from a comprehensive¬†color¬†palette gets overwhelming, consult with professionals to guide you with your e-commerce design.

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