Color Psychology for Ecommerce

When it comes to color and ecommerce, nothing’s ever black and white.

For so many people visuals matter the most, and your customers are the same. They might not consciously notice the color scheme of your store or catch the exact red hue of the call-to-action button you’ve spent weeks choosing, but their subconscious is hard at work all the time. And there, the color takes the cake.

Customers want only 90 seconds to take a snap judgment about you and your product. This is true for online shopping especially because customers can’t utilize their other senses to make a decision. In addition, up to 90% of this judgment is dependent on color alone.

The human eye can see about 10 million unique colors, so picking a color scheme for your business can seem to be a mission impossible. It doesn’t help that colors are basically just a pigment of our imagination — each person sees colors a little differently. No wonder that the white/gold vs blue/black dressgate got 4.4 million tweets in just 24 hours.

But don’t worry — there’s a science behind it all that just might help! And that’s why we’re gonna look at color theory, color psychology, and how they can help you get the best out of your ecommerce business.

Color theory

Let’s begin with the basics, which for this situation means color theory. Basically, it’s the science and art of colors that looks at how we perceive, mix, and apply them. Color theory strives to create a logical structure for using color, and it all begins with the oh-so-familiar color wheel.

Color Wheel

The color wheel is a visually simplest way to understand the connection between colors. The traditional color wheel, most often seen on the walls of high school art classes all over the world, offers 12 colors.

The primary colors in the wheel are red, yellow and blue, and these can be used to create secondary colors (orange, green, violet). By mixing primary and secondary colors we get tertiary colors — red-orange, yellow-orange, yellow-green, blue-green, blue-violet, and red-violet.

So far, so good, and it might have stayed that way if these were the only colors we had to deal with.

For more info visit:

Builderfly is the best Ecommerce platform to build an online store for web and mobile. I work as Business Development Executive at

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store