Increasing online store sales using color theory

What if I told you that color can change the fortunes of your online store? So, just one shade can make a client stop, look and... buy. But which colors work for you and which ones against you? Let's figure it out. The principles of color theory are simple but effective. Examples of successful use of colors fill the space around us. Look at the market giants whose pages shine with a harmony of shades. They found out long ago that the right color scheme can increase conversion by tens of percent. For best results, pay attention to color psychology. Different shades evoke different emotions. Knowing this, you can create an atmosphere that will not only attract, but also retain customers. For example, green, which symbolizes nature and health, is perfect for organic food stores. So, bet on the palette for success! Choose the right colors for your online store and watch your orders grow. Your colors are your success.

Glossary

• 🧠 Psychology of color: The scientific study of how colors affect perception, behavior and people's emotions.
• 🎨 Color scheme (palette): A set of colors used in a design that should be harmoniously combined and convey a certain mood or style.
• 🌈 Basic colors: Red, blue and yellow are basic colors that cannot be obtained by mixing other colors.
• 📈 Conversion: The process of turning website visitors into buyers or completing a targeted action.
• 🔄 Saturation: The intensity or purity of a color, which affects its brightness and impact.
• ✅ Complementary Colors: Pairs of colors that are opposite each other on the color wheel and when used together create a strong contrast .
• 📏 Color Wheel: A visual representation of colors in a circle that helps you choose harmonious color combinations.
• 💚 Cool Colors: Blue toned colors that are associated with calm, tranquility and coolness (e.g. blue, green ).
• 🔥 Warm Colors: Colors in the red range that are associated with energy, passion and warmth (e.g. red, orange ).
• 🛒 Color associations: The connections between a color and the emotions or ideas it evokes in people (for example, green with nature, red with energy).
• 🎯 Target Audience: The group of people to whom marketing efforts are directed and for whom the website design is being developed.
• 🔧 UX/UI design: Design of user experience and interface, including visual design and usability of the site.
• 🗂️ Color Scheme: A specific set of colors chosen for use in a design that must consider both aesthetics and psychological aspects.
• ✨ Contrast: The difference between light and dark or opposing colors that helps highlight important elements on a site.
• 🔦 Accent Colors: Colors used to highlight key elements or direct users' attention to key areas on a site.

The power of the right color associations in the online store

I have always believed that choosing the right color scheme is the key to success when creating an online store. In my practice, it has been repeatedly confirmed that colors have a strong influence on consumer behavior and their perception of a brand. Let's take a deeper look at the features of different colors and their impact on conversion.

Red: Call to Action

Red is a color that attracts attention and encourages immediate action. I tended to use red for call-to-action elements like the “Buy” or “Checkout” buttons. Red is associated with warmth, energy and passion, but it is worth remembering that excessive use of this color can symbolize danger and make visitors want to leave the page. For example, in one of my projects where we used a red background, users experienced discomfort and conversion rates dropped significantly, which led us to make optimal design adjustments.

Green: Natural harmony and richness

I have often chosen green for online stores related to health products, natural products or financial services. Green symbolizes nature, wealth, abundance and evokes a feeling of calm and security. In one project, I applied green accents to product categories and noticed a significant increase in the time users spent on the site, as well as improved conversion rates.

Blue: Trust and Security

Blue is a color that is associated with trust, security and calm. When I was working on creating an online store for legal services, I used different shades of blue to create a sense of security and confidence. However, you should avoid shades that are too dark, as they can evoke associations with sadness and depression. In this project, blue tones helped strengthen user trust and increase brand loyalty.

Yellow: Friendly and optimistic

I am convinced that yellow is the perfect color choice for online stores that want to create an atmosphere of friendliness and optimism. For example, when developing a website for children's products, we used yellow accents and bright emotions. Yellow evokes feelings of happiness and energy, which encourages users to actively engage with content.

Orange: Warmth and Activity

Orange is an equally important color that symbolizes warmth, fun and activity. I recommended it for summer collections and sporting goods. Orange tones call for action and arouse interest. In practice, I noticed that orange "Add to Cart" buttons increased clicks and improved conversion rates.

Purple: Luxury and quality

Purple is often associated with chic, luxury and quality. I recommend using this color for premium product categories. In one project that offered luxury accessories, purple elements helped convey a sense of exclusivity to users and maintain the high level of the brand.

Black: Power and Elegance

The color black depends on the context of its use. It can symbolize power, elegance and high quality. I've used black accents for websites related to fashion and premium electronics. This helped create a sense of modernity and minimalism, which had a positive impact on brand perception.

Color wheel - principles of the correct combination of colors in website design

In their work, designers usually use a color wheel where the corners of the triangle indicate the three most compatible shades (base colors):

Basically 4 colors are used, two of which are contrasting (complementary) and two complementary:

Or you can also use color sequences (similar color schemes) such as:

Recommendation table

I believe that the correct use of color scheme in online store design can significantly influence brand perception and customer behavior. I recommend that you carefully consider the choice of colors and their combinations, based on the characteristics and target audience of your store.

Experience ASUS

Detailed description of the client, his business and tasks

ASUS is one of the world's leading companies producing computer equipment and electronics. Founded in 1989, ASUS has built a reputation for advanced technology, innovation and high quality products. Their range includes laptops, motherboards, video cards, monitors and much more. ASUS's main goal is to provide users around the world with high-performance and reliable solutions for various purposes, from gaming to professional work.

Main goals and objectives

• 📈 Increase in sales conversion in the online store
• 🎨 Optimize color scheme to improve user experience
• 👥 Increase user engagement and a decrease in the bounce rate
• 🛒 An increase in the average check and the number of repeat purchases

Main problem

The main problem was the incorrect use of colors on the site, which led to a decrease in conversion and likelihood of purchase. The main goal was to create a color scheme that would match the perception of the target audience and encourage them to make purchases.

Characteristics and interests of the target audience

The main target audience of ASUS includes:

• 💻 Young professionals aged 25–40, often working in IT and creative industries
• 🎮 Gamers of all ages looking for high-performance computers and gaming accessories
• 🧑🎓 Students who need reliable and productive technology for study and entertainment

These groups of people value technological innovation, quick access to information, and the ease of use of online services.

Key points that could be of interest to potential clients

• 🟢 Brand Colors: Using the main brand colors (blue and black) to increase recognition
• 🔵 Accent colors: Adding elements of contrast (orange, green) to draw attention to key CTAs
• 🔴 Color schemes for different product categories: For example, bright and saturated colors for gaming products, more neutral and calm for business solutions

Examples of using colors and specific results project

To improve user experience and increase conversions, ASUS has changed the site's color scheme based on color psychology:

• Home: The main blue color was used to create a sense of reliability and professionalism, and the accent buttons were bright green to encourage clicking.
• Gaming Section: Aggressive red and black tones were used here to enhance the perception of power and speed, attracting gamers.

Specific results:

" Since introducing the new color palette, we have seen a significant increase in customer engagement and completed purchases. Color really makes a difference!” - Chen Lin, ASUS Marketing Manager.

Using the right color scheme allowed ASUS not only improve user experience, but also significantly increase your commercial performance.

Frequently asked questions on the topic: Increasing online store sales using color theory

Thanks for reading and enriching your experience 📚

Now you know the secrets of color theory, and your successful online trading will now sparkle with new colors. You have become a real guru of color psychology, ready to turn any online store into a sales masterpiece thanks to the correct selection of shades. Don't forget to share your successes and thoughts in the comments - I look forward to them! 🚀

Anton Koval, independent expert, "Elbuz". In the business world, words are my pencils and automation is my artistic painting. Welcome to the gallery of online store efficiency, where every text is a masterpiece of success!