E-commerce Sites With Great Color Themes
- Rob Toledo
- June 20, 2013
Some businesses focus all their energies on the features, layout, and content of their webstore. But color schemes are more than just a decorative addition to an ecommerce design; in fact, color can powerfully influence user perceptions of your site. For example, muted pastels will invoke a sense of calm into your visitors, while bright red will do the opposite. And these statements aren’t just speculation; scientific proof rests in studies such as one that showed our brains release more serotonin when we see a field of yellow.
Of course, users’ reactions to colors will fluctuate depending on both their background and personal preferences, as well as the hues and combinations you’re using. While this can make creating a color scheme challenging, it doesn’t diminish its importance. And with an understanding of the psychology of color, and careful consideration of how you apply its principles, you should be able to subtly guide your user experience with your choices.
Use Color to Position Your Brand
Traditional Color Choices
There is no ultimate color choice for a brand; even when webstores sell the same products they still might approach their color palette in a variety of different ways. A good example of this can be seen in two of Amazon Webstore’s Partners, Argo Tea and Stash Tea. Despite their similarities as a brand, Argo has chosen to feature a soft green on a white background, while Stash uses a rich ruby in its design. The first color palette evokes a soothing sense, while the second has more luxurious associations. Both choices work equally well; they just cater to very slightly different clientele with their distinct messages.
Unexpected Color Choices
Yet another tea seller, Luhse Tea, takes a less traditional approach by expressing its youthful and playful brand with a navy and orange color scheme. This is less conventional, but it works just as well as the first two examples because it’s still evocative and compelling for the company’s clientele. As you can see, it shouldn’t be the product that directs your color choices; rather, your palette should help to express your brand’s message.
Use Color Tools to Hone Your Choices
With so many nuances to be considered in your color palette choices, it’s wise to have a variety of tools on hand to explore your choices. Try using Color Explorer to browse through its library of palettes, or to create your own. You can reference its color library database to make sure you’re using websafe colors or any other common parameters that you may need to follow in your selections. Try out their Color Matching tool, which lets you create a myriad of related palettes based on classic and original color theory rules; it can generate beautiful variations on any color theme with a couple of clicks.
After you’ve selected a color palette, you might want to further refine your decisions by working the hues into gradients or patterns. Use Colrd to create and tweak these combinations, and use the provided CSS code snippet to drop your final product into your working design.
The colors you use in your imagery are just as important as those you use in other elements. Shutterstock Spectrum is the best tool to use when searching for images with the perfect color palette; you simply combine color searches with keyword specifications to find the perfect stock images for your site.
Your color palette can say a lot about your site in just one glance. By using these tools an examples, you’ll be sure that you’re giving the right impression and starting visitors to your webstore off with a good perception.
Rob Toledo lives in Seattle, Washington. He no longer supports IE7 design, worships Firefox, and wouldn’t know what to do without Instagram. He is working alongside Shutterstock photos, promoting better web design. He can be reached on Twitter @stentontoledo
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