{"id":4799,"date":"2019-06-17T09:19:03","date_gmt":"2019-06-17T03:49:03","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=4799"},"modified":"2023-10-19T16:29:37","modified_gmt":"2023-10-19T10:59:37","slug":"color-and-conversions","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/color-and-conversions\/","title":{"rendered":"How Color Influences e-Commerce Conversions"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f43699b6acc\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f43699b6acc\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/color-and-conversions\/#cool-color-theory\" title=\"Cool Color theory\">Cool Color theory<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/color-and-conversions\/#how-agencies-choose-colors\" title=\"How Agencies Choose Colors\">How Agencies Choose Colors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/color-and-conversions\/#the-traditionalists-and-the-new-age-remodelers\" title=\"The Traditionalists And The New-Age Remodelers\">The Traditionalists And The New-Age Remodelers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/color-and-conversions\/#principles-of-color-marketing\" title=\"Principles Of Color Marketing\">Principles Of Color Marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/color-and-conversions\/#read-more-about-automated-catalog-management-solution\" title=\"Read More About Automated Catalog Management Solution\">Read More About Automated Catalog Management Solution<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400\">What\u2019s your favorite color?<\/span><\/p>\n<p><span style=\"font-weight: 400\">That\u2019s a question we often ask people to get to know them better. When it comes to the choices we make every single day, it is surprising to see how many of those are influenced by color. It is no accident that Coca Cola is the leader in carbonated beverages- the vivid red is a call to action by itself!<\/span><\/p>\n<p><span style=\"font-weight: 400\">The Institute of Color Research says that anywhere up to 90% of all shoppers make choices subconsciously, influenced heavily by the colors they see on a medium before choosing to buy on it.<\/span><\/p>\n<figure id=\"attachment_4800\" aria-describedby=\"caption-attachment-4800\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4800\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/color-wheel-1-768x510-300x199.png\" alt=\"\" width=\"750\" height=\"498\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/color-wheel-1-768x510-300x199.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/color-wheel-1-768x510.png 768w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4800\" class=\"wp-caption-text\">Source: Printful<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">To understand just how much influence color has on perception, we only need to look as far down the road as the nearest McDonalds. The two golden arches with a characteristic red backdrop are recognizable around the world as the place for a quick meal.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The golden arches we see today were designed by Heye and Partner GmbH, but the original design belongs to the first architect who designed the McDonald\u2019s franchise store with two yellow arches to represent a place where everyone was welcome. That stands true even today, as hungry travelers around the globe keep an eye out for the unmistakable yellow.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Color has a way of making everything better, and every day, we discover something new about just how much of an impact color has on our choices. It only makes sense, then, that e-commerce retail brands should, and do, think of color as a core element of their site design.<\/span><\/p>\n<p><span style=\"font-weight: 400\">ASOS.com, for example, has a palette dominated by white and accented with grey and gold which not only serves as a clean contrast but also represents a degree of sophistication that matches the typical ASOS customer. White is often used as the color of transparency and full disclosure, which explains why Apple loves its whites so much. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"cool-color-theory\"><\/span><b>Cool Color theory<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Light colors and earthy tones have a very clean, minimal appeal to them. They remind us of nature and freshness. Indeed, different shades of the same color can have very different impacts on people\u2019s brains, and these are the subtleties that every designer should manage to capture. <\/span><\/p>\n<p><span style=\"font-weight: 400\">For example, light blue is the color of melancholy and is usually not preferred by retail outlets, but certain social media platforms like Facebook and Twitter have managed to attract millions of people, and their logo and interface are all blue.<\/span><\/p>\n<figure id=\"attachment_4801\" aria-describedby=\"caption-attachment-4801\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4801\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/shutterstock_387717475-300x172.jpg\" alt=\"\" width=\"750\" height=\"429\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/shutterstock_387717475-300x172.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/shutterstock_387717475-768x439.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/shutterstock_387717475.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4801\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Likewise, if you were to have a website for a bakery, browns are mostly preferred, perhaps because they are the color of bread. When used well, brown can evoke a sense of trust and guarantee, which is something we\u2019d all expect from our bread, wouldn\u2019t we?<\/span><\/p>\n<p><span style=\"font-weight: 400\">But, there\u2019s a fundamental question here for us to answer. How did our vision become so keenly perceptive that we can distinguish between red that signifies danger versus another tone of red that signifies immediate action? Less than 90 million years ago, we were equipped with better night vision than we have today, and we say anything that moved in the night in shades of red. This probably explains why the sight of anything in red catches our attention even today- it could be dangerous.<\/span><\/p>\n<p><span style=\"font-weight: 400\">But at the same time, seeing a moving object in red prompts us to do something about it! It is safe to say that the same instinct for warding off danger has now been mellowed down into a more definitive urge to buy something instead.<\/span><\/p>\n<figure id=\"attachment_4802\" aria-describedby=\"caption-attachment-4802\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4802\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/Untitled-design-300x240.png\" alt=\"\" width=\"750\" height=\"600\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/Untitled-design-300x240.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/Untitled-design-768x614.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/Untitled-design.png 945w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4802\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Brands like LEGO, Heinz, and Netflix use powerful reds to tell people to come to them. A bottle of Heinz ketchup is far easier to spot in an aisle than any of its competitors. And if you\u2019re looking for an online example, look no further than YouTube, or the omnichannel footwear brand Vans.<\/span><\/p>\n<p><span style=\"font-weight: 400\">e-Commerce brands with a large and diverse catalog looking to attract the impulsive buyers have to look no further than the color read to truly send across the message. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-agencies-choose-colors\"><\/span><b>How Agencies Choose Colors<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">One main element of brand design is a decision on the brand colors. Agencies spend plenty of resources coming up with the perfect color palette for every brand and what it chooses to represent. When you see green as a dominant element of design in food packaging, it is just reinforcing centuries of research on how we react to different colors.<\/span><\/p>\n<figure id=\"attachment_4803\" aria-describedby=\"caption-attachment-4803\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4803\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/Untitled-design-1-300x240.png\" alt=\"\" width=\"750\" height=\"600\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/Untitled-design-1-300x240.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/Untitled-design-1-768x614.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/Untitled-design-1.png 945w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4803\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">For example, Starbucks has a typical green logo that represents the freshness of the coffee. Combine this with a customer\u2019s sense of smell and that becomes the perfect start to a morning. Curiously, even Land Rover uses green, but this time, it is a way to represent how its fleet is best suited to the outdoors. If you haven\u2019t taken a Range Rover up a mountain, you haven\u2019t done anything with it at all!<\/span><\/p>\n<p><span style=\"font-weight: 400\">At the agency level, the choice of brand colors is based on the inputs that people from the brand provide. What are the company\u2019s core values and beliefs? What does the brand want to achieve with its offering? What are the market standards for similar offerings? All of these aspects are taken into consideration.<\/span><\/p>\n<figure id=\"attachment_4804\" aria-describedby=\"caption-attachment-4804\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4804\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/shutterstock_393659134-291x300.jpg\" alt=\"\" width=\"750\" height=\"774\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/shutterstock_393659134-291x300.jpg 291w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/shutterstock_393659134-768x793.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/shutterstock_393659134.jpg 969w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4804\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Closer home, why do all luxury fashion and sports brands almost always have black logos and type? This is because black is a color of business and professionalism. Moreover, these are the brands that have become iconic in the minds of people, so it makes sense for them to put their brand at the forefront and keep all of the embellishments to a minimum. The same goes for digital media too- both Chanel and Louis Vuitton have e-commerce websites that are predominantly black and white.<\/span><\/p>\n<p><span style=\"font-weight: 400\">However, fast fashion retailers have a slightly different take on the subject. We discussed earlier that red is the color of impulse and is best suited to large catalogs, and H&amp;M understands that very well. Both Zara and Stradivarius take a more journal-style approach to their e-commerce store with dominant greys and blacks which suggest that all of the information is out there for the consumer to evaluate.<\/span><\/p>\n<p><span style=\"font-weight: 400\">However, an agency\u2019s choice of the color palette is influenced not just by what we see in the foreground but in the backdrop as well. Perhaps a better way to spot the secondary colors is to visit the brands\u2019 Instagram handles and look for creatives that have been designed from scratch. For example, Lush Cosmetics is a riot of color, but it is easy to spot how the brand also falls back on black and white for evoking the sense of luxury and uniqueness associated with their products.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-traditionalists-and-the-new-age-remodelers\"><\/span><b>The Traditionalists And The New-Age Remodelers<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_4805\" aria-describedby=\"caption-attachment-4805\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-4805\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/c826cae3366084373bf3d901ef6bf8a057ac37a2-300x181.jpg\" alt=\"\" width=\"750\" height=\"452\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/c826cae3366084373bf3d901ef6bf8a057ac37a2-300x181.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/06\/c826cae3366084373bf3d901ef6bf8a057ac37a2.jpg 640w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-4805\" class=\"wp-caption-text\">Source: Marie Claire<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">In fashion, it is virtually impossible to escape the black and white. However, brands with a grunge appeal like Levi\u2019s, Lee Cooper and Diesel often fall back on the reliable reds. <\/span><span style=\"font-weight: 400\">Emerging brands are in luck as customers too have become more experimentative these days. Allbirds, for example, uses brown, all-natural packaging to go with its product theme. When brands take a radical approach like this one, other design elements often chip in. Allbirds also has very interactive packaging as opposed to the traditional boxes that shoes come in and this design element sets it apart and connects it to the audience that is almost always online.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Popular e-commerce beauty brand Glossier, too, has stepped into completely new territory when it comes to the use of color. As opposed to Sephora\u2019s black and whites, Glossier uses a very mild shade of pink, and it works. From the product packaging to the shipping carton, most things are pink and reusable. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"principles-of-color-marketing\"><\/span><b>Principles Of Color Marketing<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">For brands looking to stand out and sell better online, there are two things to consider- color combinations derived from the brand\u2019s belief and value systems, and choices based on common consumer perceptions.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Yellow is a color least often used in the online context because it presents some practical issues such as how it appears on different screens. Since shades of yellow by themselves are rather odd to look at, any brand looking to use the color must consider it in contrast with another, more dominant color.&nbsp;<\/span><span style=\"font-weight: 400\">Green and blue may not be ideal colors for brands selling apparel as they tend to overpower everything else. However, these make very good choices for brands selling beauty products as Nivea has discovered to great delight. Green, in particular, is a color best suited to represent the products of natural origin.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Shades of pink are predominantly the domain of lingerie and Victoria\u2019s Secret held a near-total monopoly on the color for the longest time. However, brands like Glossier are finding ways to use it creatively to come across as a brand that is easy to approach, which is quite in contrast to what it represented for the famous lingerie brand- aspiring to a higher goal.<\/span><\/p>\n<p><span style=\"font-weight: 400\">White, is a favorite among fashion and lifestyle brands alike. Lancome, Cartier, and Burberry all use a reservoir of whites across all media, including their websites. It is also worth mentioning that white is a great color for websites and web stores because it provides the perfect base against which products can truly stand out. When in doubt, always use white.<\/span><\/p>\n<p><span style=\"font-weight: 400\">How can we best use these colors on websites to encourage checkouts? Brands with dominant colors like red and green should consider using them to highlight the call to action buttons while keeping the rest of the page neutral. This way, customers immediately know what to click on, thus encouraging their impulses. At the same time, too much use of these colors can be jarring on the eye.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Once a palette is in place, it is important to use design principles to come up with ways to use the colors without making them overpowering. Approaches like A\/B testing the e-commerce store, doing physical surveys of how people react to the website, etc. can help immensely in the soft launch phase.&nbsp;<\/span><span style=\"font-weight: 400\">In general, it is better not to use more than three main colors for a website, and to keep the backgrounds in a single color to avoid confusion and overwhelming the senses. With color, less really is more!<\/span><\/p>\n<p><span style=\"font-weight: 400\">Above all, humans perceive colors as emotions. For the thinking brain, colors inflict impulses and impulses inflict actions. With the right colors, brands and businesses can really reach out and make a connection with their audience. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Read <a href=\"https:\/\/www.vue.ai\/blog\/vuetag\/4-ways-you-can-get-color-wrong-a-retailers-guide-to-improved-sales\/\">how you can overcome obstacles around color to improve sales and revenue significantly in your retail business<\/a>.<\/span><\/p>\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"read-more-about-automated-catalog-management-solution\"><\/span><strong>Read More About<\/strong><a href=\"https:\/\/www.vue.ai\/industries\/ai-in-ecommerce\/\"><strong> Automated Catalog Management<\/strong><\/a><strong> Solution<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">7<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> What\u2019s your favorite color? That\u2019s a question we often ask people to get to know them better. When it comes to the choices we make every single day, it is surprising to see how many of those are influenced by color. It is no accident that Coca Cola is the leader in carbonated beverages- the  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":4807,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1160,1522],"tags":[264,275,27,73],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Color Influences e-Commerce Conversions | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"The Institute of Color Research says that up to 90% of all shoppers choices are subconsciously influenced heavily by the colors they see on a medium.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vue.ai\/blog\/leaders-in-retail\/color-and-conversions\/\" \/>\n<meta property=\"og:locale\" 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