Creative design is imperative on your eCommerce website. Just like correct spellings and informative words, with the right colours and designs, you’re making your site easier and more interesting to engage with. Convincing and well-chosen colours and designs send messages that encourage the viewer to convert. Let’s look at the power of colours in eCommerce marketing and design.
Saturation, shade, texture, line and shape are all relevant to the overall message. We all know that attractive site designs and colour schemes encourage us to hang around for long. Ones that are harder to read or navigate do the opposite.
Consider colour therapy findings for the ways that colours can influence mood. But it does depend on how you use and combine them. Red can communicate passion, love and even danger. In contrast, blue can be depressing or formal or trustworthy and sedate. Put them together and you have an interesting clash of opposing energies. Add white and you’ve come up with something patriotic that brings the two colours together. That might be useful, or not.
Be wary of colour combinations that point too close to existing brands or recognised media messages. Some colours do that effortlessly, with connotations that you’d have to work hard to step around. If you go for red and yellow, be wary of the MacDonald’s ‘feel.’ Sometimes pink reminds us of Barbie and unicorns and legally blonde, but that doesn’t have to be the case. Sometimes yellow is about bananas or sunshine or sand, but not necessarily. Different shades can make the world of difference.
Some colour combinations might sound like a good idea but can cause a problem for clients with colour blindness. There are reasons why most print is dark on a light background. If you decide to go for a dark background with a lighter text, bear in mind that it will not be as quick or easy to read. You’ll want to balance your colour choices between the aesthetic properties and the usability. Use statement colours to make buttons and calls to action stand out.
A rule of thumb is to keep it simple, and if you’re going for something bold and quirky, make sure you really can pull it off. You might even have some design consistencies that have been mapped out when your logo was designed, and it’s vital to stick to these. At the end of the day, a decent web designer should have a grasp of the kinds of colours and combinations that will work for your brand. Just be aware of the power of colour.