Colour Psychology in E-commerce and Branding


By: Shavin Peiries

It is not a new fact that modern marketing materials leverage countless resources, mainly those that have visual attractions to persuade and influence the shopping experience of consumers. To achieve this goal, one of the most important elements is the psychology of colours, and how it is capable of stimulating customers according to the brand’s objective.


Those who want to increase sales in e-commerce must take into account that the colours used in the logos of brands, products and websites, should be on purpose. For each one of them plays an important role: they evoke specific perceptions (or gut feelings) among consumers.


Psychology of colours

The psychology of colours influences consumers’ view of products. While blue transmits confidence, yellow awakens optimism, and so on. But these associations, although they can guide the way you design your brand, should not be taken as universal rules, only confirm the emotions that certain colours provoke in most people.


The fact is that, despite countless investigations in the psychology of colours, the influence of these on consumers varies according to the experiences that each person had in the past. Therefore, an effective alternative is to choose the most appropriate colour for the personality that the brand wants to transmit to customers.


‘Brands should decide how they want consumers to feel when they think about them. The colours of the web, the logo and the packaging will convey a lot about the personality of the brand’, explains psychologist Amy Morin. According to her, brands can show that they are more traditional using neutral colours, or that they are contemporary from the use of bright colours, for example.



How sales affect the psychology of colours

According to Kissmetrics, 93% of consumers put the visual appearance above other factors when buying. In addition, 85% of them have colour in mind as their primary reason for acquiring a particular product.

In addition, when it comes to the image of the company, according to the measurement, the colour used is responsible for increasing brand recognition by 80 %. By observing these indicators, it is possible to perceive the importance of the psychology of colours when creating the visual identity of the business.


The influence of the psychology of colours

Amy mentions that colours evoke feelings and that sellers should consider how they want consumers to feel while they are buying the products. ‘While some items are more sold when people feel encouraged, for example, others are more likely when they have the feeling of peace.’


Choosing colours for E-commerce

‘Sellers should consider everything from the colours of the initial page to the shopping cart. Blue, for example, which is used by companies such as Facebook and Paypal, is associated with trust. Then, you can help people see your brand as a reliable company,’ says Amy.


According to the psychologist, the salespeople need to know the clients. ‘Red and violet, for example, attract more attention from women than from men. Knowing who the audience is can guarantee the creation of a page that will stand out in the eyes of consumers,’ she says.


In addition, it suggests that entrepreneurs should try different colour schemes. ‘Create a website with different colours and ask for feedback from your friends, family and customers. This helps to diminish the options, at the time of choosing the best alternative’, recommends Amy.


Emotional triggers of colours (how to trigger the right emotions)

When it comes to persuasion, emotion is the primary target. And nothing – not even words or images – appeals more to people’s emotions than colour to create a positive or negative user experience.


However, the psychology of colour is often a subject of disagreement in marketing and website design, because colour preference varies widely between individuals. For example, many people prefer red to blue. Let’s see how colour influences people.



  • Increase appetite
  • Create a sense of urgency.
  • Associated with movement, excitement, and passion.
  • It generates an increase in energy and makes us concentrate.
  • It increases in people the blood pressure and heart rate.


  • Preferred by men.
  • Associated with peace, water and reliability.
  • Provides a sense of security and confidence.
  • It stimulates productivity.
  • Commonly used for banks and large businesses.
  • Calm the mind provides a sense of tranquillity and space.
  • Young people associate blue with maturity.


  • Associated with health, tranquillity and nature.
  • Associated also with money and rich people (brands).
  • It is used in stores to relax visitors.
  • Frequently used to promote environmental issues.
  • Green stimulates harmony in the brain and facilitates the balance between body and emotions.



  • Increase the joy and optimism.
  • It can cause fatigue and tension in the eyes.
  • It stimulates mental processes and the nervous system.
  • Encourage communication.
  • Represents optimism and youth.
  • Used to draw attention in the showcases.
  • Shows clarity



  • It can reflect excitement and enthusiasm.
  • Stimulates the logical part of the brain.
  • Shows warmth and closeness
  • Frequently used in the caution symbols.
  • It can generate anxiety and be considered aggressive.
  • Very effective in Call to Actions (call-to-action buttons) in e-commerce sites: Add to the shopping cart, subscribe, etc.
  • It has a considerable effect on impulsive buyers.


  • Frequently associated with royalty, wealth, success and wisdom.
  • It stimulates the brain part of problem solving and creativity.
  • Pretty effective in beauty or anti-ageing products.
  • It can be used to calm and appease.
  • It represents a creative and imaginative brand.


  • Create a sense of authority, power and strength.
  • It is often a symbol of intelligence.
  • Used in luxury products stores.


Other colours

  • White: Associated with feelings of purity, cleanliness and security. It can represent neutrality due to the absence of colour.
  • Pink: It is a romantic and feminine colour, used for the marketing of products for women and young people.


Put into practice

Now, you have a notion of how the psychology of colours influences sales, whether in e-commerce or in a physical store. How about putting this resource into practice to persuade consumers? Analyzing the colours and the image they transmit of the brand, it is possible to attract the audience that your business desires




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