Research studies exploring the influence of color on our decision-making, clearly demonstrate that visuals are a top factor when making a purchase decision. One recent study pointed out that it takes about 90 seconds for a customer to form an opinion about a product and 62-90% of this decision is based solely on its color.
Before you decide which colors to use for your background, text and call-to-action buttons, make sure to have a firm grasp on your target demographic. One of the most important factors that influence color choice is age.
Another significant target audience metric is gender. This insightful color study showed that while women adore blue, green and purple, men like blue, green and black, purple being one of their least favorite colors. So if you planning to sell for both men and women you might find purple a tricky choice.
Blue is considered the color of trust and works great for services that require a fair amount of interaction from their users. Think social media platforms like Facebook or online payment solutions, such as PayPal.
Ecommerce websites should consider blue as their dominant hue because it reduces the risk of purchase postponement, and boasts a high aesthetic appreciation score that in fact correlates with a stronger intent of purchase.
Some color meanings are quite simple – while green works great for environmentally-conscious or outdoor companies, black is the color of sophistication and elegance, perfect for fashion or luxury products for mature consumers.
Orange and yellow are great for call to action button – they’re those ‘ugly’ colors that go against our aesthetic sense, capturing more attention than elements based on colors that fit a website’s palette.