A lot of what we like, comes in a color that’s special to us. That refers to clothes, jewelry, cars or even food packages. It's long known that color matters most in our visual perception. As strange as it may seem, research reveals that people make subconscious judgment about a person, environment or product within 90 seconds of initial viewing. What’s more, 62% up to 90% of that assessment is based on color alone!
The numbers speak for themselves
A great deal of e-marketing is via visual cues and the strongest and most persuasive of them is nothing but color. Judging from your own experience as a shopper, you probably won’t be surprised that 93% of buyers are moved to buy by the appearance of the product or general aesthetics of an eshop. By appearance 85% of customers mean mostly the color of the item to buy or of the website they’re visiting.
But that’s not only about the product, it’s about the brand. If I say Coca Cola, what color comes to your mind first? Or, what if I say Facebook? The color indisputably increases brand recognition.
Cashed in on a change
Although, it’s quite an old example, it keeps amusing us. How was it possible to leverage sales of a product by changing the color alone? I’m obviously talking about Apple’s iMacs. Apple literally brought color into a marketplace where color had not been seen before. It turned out to be a huge revolution that changed the market irreversibly.
Apple wasn’t the only one who appreciated color changes. A lot of companies that decided on rebranding, changed mostly the color of the logo. As an example you can take a look at Starbucks previous black and white logo in comparison to its new logo with a strong green accent. A similar change was conducted by Discovery; just here they got rid of black in favor of blue and some elements of white.
There’s a hidden meaning
Why is color so important anyway? Well, apart from the obvious that this is how we perceive the world, we have implied a meaning to each color possible. In that way through color we can express ideas and intentions. Here is a list of a few examples:
• Yellow – optimistic and youthful, often used to grab attention
• Red – connected to energy, increases heart rate, creates urgency, often used in clearance sales
• Blue – creates the feeling of trust and security, often used by banks
• Pink – romantic and feminine, used to sell products to young women especially
• Black – serious, evokes strong emotions, often used to advertise luxury products
• Purple – used to soothe and calm, refers to sophistication, often used to market beauty products
This is just a sample, but you can find a lot of information on color meaning online. This is something to think about when designing your e-commerce website. Think about the message you want to convey and try to conclude your products and your customers’ preferences in the colors of your eshop.
I chose Gamespot as an example, because it seems to me that this webshop is using the right color for their business. Yellow and red are the colors of energy that are often associated with games and at the same time they create an urgency to buy. While blue and black create a feeling of trust, security, seriousness and some sort of luxury. The general impression are clear colors, pleasant in perception.
What else will it do?
Apart from telling stories, colors help us to process and store images more efficiently. This is because we associate them with nature phenomena. You can use that in your online shop easily. Just think of what environmental phenomenon describes your products best and then display their images in the right background or frame. If you want to get a certain reaction from your shoppers, for example you need to sell a certain product quickly, why not add some red?
Of course, that doesn’t mean that everything needs to be red, black or green but add small colorful elements to your eshop’s design whenever there’s something new going on.
How did you come up with the color set for your eshop? Did you notice any different reaction to your offer after changing the design? Feel free to comment below. We love to hear your opinion.