How Does Color Influences Consumer Behavior

“People make up their minds within 90 seconds of their initial interactions with products.” – Emerald Insight 

That’s 90 short seconds to make an impression, and the same goes for your website. As shallow as it may sound, looks are an integral part of your brand. Colors have a direct correlation with the success of your brand. Let’s take a deeper look into color psychology and what it means to implement award-winning color background for your website. 

Choosing a color can be either simple or daunting task. If you are like me, you have no sense of color coordination in whatsoever, I encourage you to tune into this article to help you turn your e-commerce webpage into an inspiring and unforgettable user-experience. Here is a 4 step guide to make your webpage pop out of the internet-filled crowd.

Select a dominant color 

Choose the right color for your e-commerce business and use it wisely. Only use your dominant color in a limited number of places where you want your website visitors to pay attention to, or if you want your visitors to take certain actions.

You want your brand to be recognized by its dominant color. Different colors have the abilities to attract specific types of shoppers, and can even alter consumer behaviors. Check out the Personality of the Color chart below. Colors should reflect your brand’s story and it should be cohesive with the message you want to send to your audience. Here are a few questions to ask yourself: 

  • How do you want your e-commerce site visitors to feel?
  • What are the core values of your brand?
  • What does your brand stand for?    


Biological sex and color preference 

By using color combinations that are favored by either male, female, or both, you can alter their perceptions of your brand – subconsciously.

Israel Abramov, of CUNY’s Brooklyn College, studied men and women’s brains when it comes to color perception. 

Abramov asked men and women to break down the hue of a color and to assign a percentage to the categories red, yellow, green, and blue. The results showed that women were more adept at distinguishing between subtle gradations than were men. This sensitivity was most evident in the middle of the color spectrum.With hues that were mainly yellow or green, women were able to distinguish tiny differences between colors that looked identical to men. In fact, Abramov found that slightly longer wavelengths of light were required for men to see the same hues as women – hues identified as orange by women were seen as more yellow by men.

However, when shown light and dark bars flickering on a screen, men were better than women at seeing the bars. Men were better able to perceive changes in brightness across space, a skill useful for reading a letter on an eye chart or recognizing a face. This effect was increased as the bars narrowed, suggesting that men are more sensitive to fine details and rapid movement than women.

In addition to Abramov color sensitivity study, McInnis and Shearer found that women preferred soft colors more than bright vivid colors. Also, women prefer tints over shades. 

Add Complimentary Color

This part can be intimidating and scary at the same time. I am certainly not a color genius, mixing colors isn’t as easy as mixing drinks. Good news is, there is a hefty tool  – is an awesome tool to help you pick color scheme in seconds. Also available on iOS just for $1.99.  Once you have chosen your complimentary colors you can use those to highlight secondary information on your e-commerce website. Less is more, therefore don’t use more than 2 complimentary colors or else it will cause confusion among your website visitors. 

Choose Background Color 

Generally,  e-commerce websites use a white or subtle background color in order to sell products. The focus is on the content or products, rather than the design of the website. The background color is only a backdrop to help make the content more visible and readable. The white space will give your e-commerce site a clean look which in return fits the image of a serious and well-established business. 

Photography as Background 

In today’s DNA age brands are using high-definition photos to showcase the brand’s story. The photo is usually paired with a product that is being used or will be used at a particular event. The top-notch brands don’t just introduce products instead they offer experience.  Photo image needs a correct image sizing to make your brand pop.The minimum resolution on most computer screens is 1024×768 pixels, so we recommend a background image of around 2000 pixels wide as a good rule of thumb.


The colors that you pick play a role in whether your audience decides to leave your e-commerce page or make a purchase. 85% of shoppers state color as the primary factor in their decision to buy a product. It is important to understand that specific colors ignite certain feelings in the human brain. Take the time to research everything about your audience and what triggers their emotions for successful e-commerce ROI. Colors are a roadmap to help guide your visitors to the end of the purchase cycle. The right colors are a powerful tool when it comes to designing a successful website. 







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