The Psychology of Color
According to a study
conducted by the Seoul International Color Expo, over 92% of people said that
color plays an integral part when purchasing merchandise. Believe it or not,
only 6% said that their sense of touch played a major role, whereas smell and
hearing amounted to a tiny 1% of people’s votes - unless of course they were
buying air freshener or music.
Further research carried
out by the Institute for Color Research showed that shoppers subconsciously
judge people, the environment, and the product within the first two minutes of
the initial viewing. Crucially, 60% to 90% make an assessment that is solely
based on color. Therefore, it goes without saying that catching the customer’s
eye with an intelligent layout of colors is integral to ecommerce
success.
Here is a brief look at
eleven widely used colors and the effect they have on online customers:
Brown
Brown is a strong and dependable color which is very reassuring to
shoppers. It gives off an aura of confidence and, if used in the right amounts,
can help convert a potential customer.
Orange
Orange radiates ambition and energetic warmth. It also represents
passion, originality, and fresh beginnings. Orange paired with cool shades of
blue can give off a positive and exciting vibe.
Yellow
Yellow is a cheerful and playful color that can really grab the
customers’ attention. However, it should be used in moderation because an
excessive use of yellow can turn customers off.
Green
Green has a natural and organic aura, which is why it is
considered to be very easy on the eye. When shoppers see green, they often
relate the color to positivity, relaxation, safety, and harmony.
Pink
Even though pink is usually associated with femininity, it can
appeal to males as well since it exudes kindheartedness, romance, and
love. Pink has a soothing effect so it can be used to offset more
aggressive colors like black, orange and red.
Red
Red taps into the deepest, most primal, emotions of shoppers. Since red is usually associated with love, life, and confidence, it can convert potential buyers into lifelong customers if used correctly. But beware, too much red on a webpage can be visually overwhelming.
Red taps into the deepest, most primal, emotions of shoppers. Since red is usually associated with love, life, and confidence, it can convert potential buyers into lifelong customers if used correctly. But beware, too much red on a webpage can be visually overwhelming.
White
White exudes purity,
wholesomeness, and clarity, and it is essential to most web pages. It is recommended to include empty white space around your content so that customers don’t feel
boxed in.
Purple
Purple has long been associated with royalty, power, and
affluence. Intelligent use of this color can help the customer into making a
positive purchase.
Blue
Blue conveys feelings of trust, peace, and productivity. Although
blue is one of the most common colors on the web, it should be avoided if your
webpage is involved with the hospitality industry, especially with restaurants
as blue is said to decrease appetite.
Grey
Grey is usually connected with seriousness and a conservative
mindset. The right shades of grey can serve as a great backdrop for other more
vibrant colors such as orange, red, and royal blue.
.
Black
Black is associated with strength, power, and dominance. When used
in ecommerce,it sends a confident message to potential customers. Excessive
use can give off a bland and gloomy ambiance, so it should be used in
moderation, along with other tranquil colors.
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