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Why Color Matters in Ecommerce

In today’s fast-paced digital world, capturing a potential customer’s attention within the first 90 seconds is crucial. Surprisingly, up to 90% of that brief period is devoted to assessing colors.

In this blog post, we delve into the significance of color in ecommerce, exploring color theory, color psychology, and practical applications for your online business.

The Ecommerce Landscape

As the ecommerce industry continues to burgeon, the competition among online stores intensifies. However, viewing competition as a catalyst for innovation reveals opportunities to captivate customers within that critical 90-second window. One potent method involves experimenting with the right color combinations.

The Essence of Color

Color serves multifaceted purposes in ecommerce—it communicates a product’s essence, attracts attention, sets a mood, and influences emotions and perceptions. Moreover, the choice of colors significantly impacts a brand’s public image, not only in designs but also across the entire store and marketing materials.

The Evolution of Color Theory

Delving into color theory, which amalgamates science and art, allows us to understand how colors are perceived, mixed, and applied. Originating in Ancient Greece with Aristotle and perfected by Sir Isaac Newton in the seventeenth century, the color wheel emerged as a tool to comprehend relationships between colors.

Color Harmony Techniques

Maintaining order amidst the countless color variations, color harmony techniques strategically juxtapose colors to create visual appeal. Techniques such as monochromatic, analogous, complementary, split-complementary, and triadic combinations offer diverse ways to harmonize colors.

The Psychology of Color

When choosing a color palette, it’s imperative to consider the emotions associated with each color. For instance, the Pantone Color of the Year, like Living Coral in 2019, can evoke specific feelings. However, it’s essential to align these choices with your brand’s identity and aesthetics.

Exploring Color in Product Design

Diving into specific colors and their impact on product design, we uncover the psychological nuances associated with red, yellow, blue, green, purple, black, and white. Understanding these associations can guide effective use of color in design strategies.

Applying Color for the Best User Experience

Transitioning to the practical aspect, we explore how to enhance the user experience through strategic use of color. Sticking to branding, limiting the color palette, building visual hierarchy, utilizing interactive colors, and testing the design with real users are key principles.

Tools and Tips

For those struggling with color combinations, online color palette generators like Coolors provide a user-friendly solution. Customizing ecommerce platforms and premade themes, even with minor tweaks, can add a unique touch to your store.


As you embark on your ecommerce journey, remember that color is a powerful tool. Whether it’s attracting attention, conveying emotions, or creating a consistent brand identity, thoughtful use of color can elevate your online store’s presence.

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