Paint Your E-store Right!
What is your favorite color?
Your wardrobes must be filled with blue outfits! Maybe you have painted your walls in blue as well. But if you are given a choice of a brownish bread and a blue bread, which would you choose? How would you feel if you were to wake up tomorrow with blue skin? Not a pretty scene, is it?
Every color has a context, a purpose, an emotion. When you make your website, having the right products is not enough – even an AI can list products. What makes you a good seller is how you connect to your buyers. And nothing can beat an instant connection. The color palette of your e-commerce store does exactly the same. It entices the senses and sets the mood. If you get that right, then you are off with a kick start.
So, what color should you use? Now, let’s get to the real stuff.
Ink The Brand
Like each person, every brand has a personality – what the brand stands for, the values that the brand practices, the attitude of the brand. Try to express that image through one color. This will be your primary color – the color which is equivalent to the brand itself. This color will be present in all your pages, your newsletters, business cards, social media, and even hoardings.
It is important for businesses who are a brand already and also for those who are trying to build a brand. Consistency of this primary color builds trust and looks authentic.
They refer to it as color psychology. Traditionally, it has been seen that certain colors evoke certain emotions. For example, green & brown evokes earthly feeling and can represent industries like natural food, alternative medicine, flower & farming, etc. Again, black represents luxury; gold represents authenticity. Say, you sell maternity clothes. The common choice would be baby pink, representing innocence and sky blue, representing the pristinity of new motherhood. What kind of emotion is related to the product you are selling? Make a planned choice.
Account For The Culture
Up to now, we talked about the brand and the business. That is just one side of it. Now, let’s consider another important factor – the user. Colors contain emotions, but they are not universal. For example, in Belgium, pink is associated with boys while in the rest of the world, pink is considered more feminine. Again, while red is associated with brides in India, the same red is used during mourning in some parts of Africa. Many a time, you can find the association as well. Choosing a warm color for a cold country will be pleasing but if you choose the color of the Sun for a place where it is always screeching heat, what do you think will happen?
Know your target audience before you decide on a color. Make sure that a culture gap is not misinterpreting the message of your brand color.
Hue The Products
The products you sell have certain qualities. Imagine a flower store is built on primarily black color. Will you buy from that store? And say, there is another flower store sporting yellow and brown. Which is more appealing to you? Obviously, the second one. Is it because you do not like black? Well, no. Had it been an automobile shop instead of a flower store, you would not feel any awkwardness there. So, you see, each product has a place in our lives and emotions. Hence, it’s important that those products are placed in a showroom with colors that evoke related emotions.
Build Your Palette
Your e-commerce store does not have just one color. It will be built on at least 3 colors – the primary color, the secondary color, and the contrastive color.
By now, you know that the primary color represents the brand and evokes the right emotions in the users. Now, determine a secondary color. This color is used to add more to what the primary color is already saying. It is a supportive color that connects the emotions to logical thinking. This is the color that convinces.
The third color or the contrastive color is the one that would evoke action – the color for call-to-action buttons. Make the color attractive and design prompting. This color has a direct impact on your rate of conversion.
What colors are you using for your store? Have you ever made a color transit? Let us know; share your story in the comments below!