The Power of Colors: How Colors Are Used in (e-)Commerce to Influence You


Our guests blog on a wide variety of topics including inspiration and photography!

You may also like...

49 Responses

  1. My next ecommerce website will have green and blue … sounds pretty good.

  2. Tim Ngwena says:

    very interesting

  3. Leon says:

    This is a really nice post! I have been looking for something like this (usage of statistics to support theories) for a while. Thanks!

  4. Very informative. Thanks

  5. darkyn says:

    Colour studies such as this tend to suffer from issues such as cultural bias. Different societies react to colour in different ways. Additionally, our personal reactions to colour are much more based on personal experience rather than some formula. It is much more likely that these studies reflect how a particular society uses colour rather than how it affects that society.

  6. Francesco says:

    very nice post, I’m wondering if we should expect different rules for web sites, because colors look different on the screen or on the paper, or if we should expect roughly the same results.

  7. Molly says:

    I wonder if there are any “universal” colour influences. The perception of colour is indeed sculpted by societal/regional views, but are there neurological or biological factors? Can red be calming? Is there any world-wide correlation at all? I would love to look at how different wave lengths are registered in the brain, and look at how any human brain reacts.

  8. Sanduuur says:

    Actually red does not make you hungry… it makes you want to move (more associated with speed and/or danger). For instance, fastfood joints (mc donalds, quick, etc.) are made up out of red colours so you eat faster and get the hell out of there so new consumers can have your place. Its a common misconception that red in fastfood joints would inprove your appatite and make you hungry. You go the the fastfood joint because you are hungry in the first place. they just want you out ;)

  9. alex says:

    It’d help if the person who typed this knew how to type…For Blue, “Good if you need peopeel to trust you.” I don’t know what peopeel is. Haha

  10. Chris Miller says:

    Hmm… I usually design based on an overall design theme, but this brings up a good point, individual parts of a website should be colored according to purpose.

  11. I never get tired of reading about the psychology of colors. We love blue because we do, but it’s good to know it’s also associated with the qualities that depict our software, too.

  12. Deko Web says:

    thank you. Nice article..

  13. This is amazing post! I got tired of reading other posts about colors because they write the same. But you article is supreme! I have learned a lot! And I will pass this link to all my friends. Very useful.

  14. PRATISHTHA says:


  15. PRATISHTHA says:

    COOOL ISN’T IT GUYS! I LOVE TO HANG OUT WITH THIS PAGE………………………………………………………………………………………………………………………………………………………….AAAAAH DUDE I HAVE NOTHING TO SAY$$$$$%%%%%%%%%%%%

  16. njmehta says:

    There is some great information and research here. One thing that gets me about most color research is that they don’t discuss one very important element. The context color is displayed in. For example, a red love heart versus a blue love heart. It evokes different emotions. This article doesn’t discuss this but the basic color information is very good.

  17. njmehta says:

    great tips on color usage for ecommerce

  18. Cool post but could you please change, toward the beginning, your use of “i.e.” to “e.g.”? Please? I.e. = “in other words” but what you mean here is “for example,” which is e.g. Here’s an easy way to remember which is which: the “i” in i.e. is for “in” and the “e” in e.g. is for “example.” ‘k, thanks.

  19. Jeanne says:

    Wow, very interesting post.

    I had always heard that blue was the *best* color for eCommerce and went with blue but do not like it (blue has always been one of my least favorites). However, I do like green, so maybe green would work too. I have never seen colors broken out as nicely as you presented them.

    Thank you!

  20. Justin Wilwerding says:

    Unfortunately this post is mostly speculaton, and there is little evidence to support many of these assertions. The appearance, and hence the affect of any color s strongly influenced by the colors that are adjacent to it, and the expectations of hte viewer. Above all color is radically influenced by the spectrum of light falling on the colored surface (you cannot see any color in a darkened room, and every artificail source of light has a limited specturm of light wavelengths and thus renders colors very differently. These factors as well as the personal experiences and preferences mentioned by another comentator, make it very difficult or impossible to reliably associate or predict the reactions of any individual to any singel color.

  21. I’m just in the process of launching a new business oriented site and this article has certainly opened my eyes as to how websites are perceived.

    I always wondered why IBM was always referred to as “Big Blue” – as often as its intitials were actually used.

    Great article.


  22. I was afraid I wouldn’t be able to find much on this, but this article was great. I only knew that blue was popular for a reason; now I know the reason. Currently having a new website designed for my business, and will take this into account.

    Perhaps it’s best to have green and red surrounding the cart/checkout pages to facilitate the purchasing process?

  23. ben says:

    Thanks! this will see great help on my science project on color

  24. Mainual says:

    Thx for the article. It was really very useful.The psychology of color. Very impressive.

  25. Urmet says:

    My site is green, too bad I am not selling anything (yet). But overall – it is a good article – a lot of useful information.

  26. Cherylita says:

    All my credit cards are blue…

  27. ROMO says:

    great post, I agree with the stats personally, in Ireland these color sets seem to reflect the current trend in advertising and shops

  28. Pat says:

    Very good information. I am going to pass this on to my webmaster.

  29. inkev says:

    Notice that mcdonalds in n out carls jr wendys and del taco have red and yellow colors to make people want to eat there

  30. Lorelle says:

    Fascinating article and wow, the copyright infringements you have to chase down all the time to protect your rights with this one! I found a ton of scrapers and plagiarized versions.

    I’m trying to verify Sir Charles Lemieiux as the “inventor” of color theory. I find no mention of his work anywhere, except as a reference often cited back to your article. Maybe I have the spelling wrong but could you be more specific with your source of that fact as it is confusing and I’m trying to track down more information on this. Thank you!

  31. Brother in Christ says:

    The Lord be with you,or the Christ is among us.Praise the God.Lord is always good.Help and God help you.Jesus Christ saved and healed me from drugs through this center: “DESTACADOS – ASOCIACION RETO A LA ESPERANZA,NO A LA DROGA” ,in Serbia.If it is you,or you know someone who have drugs problem and problem with alcohol,then give that person this website.All things are possible to God and to the person who believes.Jesus Christ is the same yesterday,today and forever.One day and a thousand years in the Lord is the same,that’s how great His patience and His compassion for all of us.Do not doubt,but believes.Glory to Lord and Christ.Jesus loves you,God bless you. – Psalm 103:1-5

  32. Wow, I will be sure to keep this info in mind for future projects.


  33. Iam a 1st year fashion student through my tribal mania project I chose to do colour influence as my academic research for my range. I will carry the knowledge with me to the future.

  34. Natasha says:

    I automatically get attractive to red… whatever colors you gave me even the nicest.

  35. Nice Read. Thank you! Will use some of this in the furture.

  36. Scutece says:

    How about the cyan color?
    I agree with the color red for the buy now comand!

  37. Alexius says:

    I am an instructor of Human Profiling and Behavioral Characteristics. Part of my material shared is how various people will wear particular colors for the purpose of subliminal or subconscious messaging. I tend to use U.S. Presidential Candidates, or White House Staff, which will be making a television appearance, as easy examples. After paying attention to these particular people, you will begin to think that the only dress shirts they own are all colored white, and their dress ties are either colored blue or red. When making their presentations, they always assure us with their sincerity with the use of white colored shirts, and then they will employ the appropriate colored tie dependent on their message. In one presentation they may need to seem trustworthy and honest so they wear the blue tie and when the need to come across as a strong leader, or adamant in their message, they wear their power tie … the red.

    For those readers, which are interested on the subject; there are many books available on empirical studies, which had been conducted on colors and their relevant uses and misuses.

  38. charles says:

    Green and blue sounds pretty good yes but then it depends on the e-commerce website. if you are selling clothes you dont want to have a blue background to your pictures as people buy with their visual senses. Green neither. Text odes not show up on those backgrounds. It takes more consideration than saying – i want them to trust me with all their money by using green and blue

  1. February 4, 2010

    […] How Color Influences Site Visitors […]

  2. December 20, 2010

    […] Are you sure that white on green is the right selection for you? Have a look on these articles: The Power of Colors: How Colors Are Used in (e-)Commerce to Influence You How does colour affect purchases? How do colors affect purchases? To get a few ideas on what […]

  3. December 20, 2010

    […] be blocked; 2. The “buy” button is not very attractive; Have a look on these articles: The Power of Colors: How Colors Are Used in (e-)Commerce to Influence You How does colour affect purchases? How do colors affect purchases? To get a few ideas on what […]

  4. January 24, 2011

    […] Influence of Color […]

  5. January 28, 2011

    […] Poder das cores […]

  6. February 1, 2011

    […] que não foi baseado nos consumidores brasileiros.fonte: http://dailyinfographic.comPara CompletarThe Power of Colors: How Colors Are Used in (e-)Commerce to Influence You Consumo em cores Teoria das cores: Arte ou Ciência? As cores da liderança […]

  7. February 1, 2011

    […] Of course, color plays a big role in triggering emotions. Joseph Carrabis, founder of Next Stage Evolution, states there are six colors we humans are hard-wired to respond to: black, white, red, yellow, green and blue always get our attention. Dig deeper and you’ll find some dissenting opinions/research on what emotion each color might elicit, but I like this wrap up on color theory. […]

  8. April 26, 2011

    […] Sources: 1 and 2 […]

  9. April 7, 2013

    […] statement makes me question your reputation and press the back button. 4) Colors matter. take your time and start studying sales and conversions, A/B testing. 5) Don't ask me to review […]

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>