E-commerce Tips & Tricks 4 min read
08 Nov 2020

Ecommerce Branding: How To Choose The Right Colors For Your Online Store

Ecommerce Branding: How To Choose The Right Colors For Your Online Store

Choosing the right e-commerce branding for your online store could be challenging. It can become even scarier when you're not sure about your design and color coordination skills. 

If you ask any e-commerce store owner about the selection of color schemes for their online stores, you'll get answers like "These are my favorite colors" and "This color scheme was suggested by my designer."

But did you know how impactful your e-commerce branding could be for your store conversions? You may miss a huge opportunity to convey the personality of your brand to your target audience if you choose an irrelevant color scheme for your e-commerce store. 

According to experts, colors are emotions, meaning an e-commerce store without a suitable color scheme is like a man without emotions. 

So besides providing quality products and superior customer service, it is equally important that you give attention to the best e-commerce brand colors that are well-thought-out and consistent with your product range. 

In this post, we're going to have a quick look at some of the proven ecommerce branding strategies that are particularly linked to your e-commerce store's colors and theme

Do Color Schemes Impact Your Business Productivity?

es, the colors you choose for your online store have a strong meaning. You can significantly improve your chances of getting more customer attention by choosing your branding colors competently. 

Choosing and mixing different colors isn't as easy as it may sound. The final result can either look harmonious or look like a scene from a horror movie. 

If you avoid particular colors, your online store can look uninviting and dull. On the other hand, using too many colors can make your website look tacky and cheap. 

So before you get started, make sure you know about the hidden meanings of all colors that impact the subconscious mind. This is also known as color psychology  - a concept that helps us link different colors to emotions, human abilities, perceptions, and above all, actions.

Using Color Psychology To Your Benefits

Using Color Psychology To Your Benefits


Red is a powerful color that instantly attracts attention. It symbolizes both the positive and negative attributes of life. 

For instance, red causes emotions like anger, aggression, and blood. Similarly, it is also a color of love, warmth, passion, comfort, courage, life, and attention. 


Yellow is a bright and beautiful color that instantly brings to mind a surge of emotions and energy. In the world of online selling, yellow is often used to trigger feelings like happiness, sophistication, development, freedom, and fun. 


Blue inspires feelings of honesty, premium quality, responsibility, competence, and trust. E-commerce stores generally use this color to depict their confidence and expertise in the products and services that they offer. 


reen is all about maintaining balance and harmony. Since this color is associated with nature, it helps you build trust and portrays the confident picture of your brand in front of your customers. 


Pink symbolizes beauty and femininity. It also reflects love, compassion, sincerity, gentleness, and romance. E-commerce stores that deal with fashion accessories, cosmetics, footwear, and jewelry can particularly incorporate this mesmerizing color to attract appeal. 


Violet is said to be the king of all colors. It is linked with spirituality, depth,  and mystery. Online stores dealing in gemstones, health & wellness, and spirituality can particularly benefit from this color to attract their target audience. 


Black is a timeless color that symbolizes mystery and class. The color has both positive and negative meanings. E-commerce stores use this color to show their professionalism and confidence. 


If your online store is all about simplicity, magnificence, and purity, then the white color scheme can be your safest bid. 


Orange represents excitement, optimism, and ingenuity. Online stores that deal in products or services that are associated with adventurism, energy, and youth can use this color to add warmth to their site design. 


Grey is a neutral hue that is generally preferred by brands that do not wish to get experimental with their color choices. The color symbolizes conservatism and seriousness. 


Brown represents warmth, devotion, sincerity, and comfort. Brands that deal with organic stuff can particularly benefit from this color to showcase their connection with nature. 

How To Choose The Right Colors For Your Online Store?

Choose Colors For Your Brand 

The biggest mistake e-commerce store owners make is that they pick colors for their online store and not for the brand. 

Here, it is critical to have a clear understanding of the aspects that sets your business apart from the rest of the competition. If you don't have the brand, it is obviously not possible for you to choose e-commerce branding that reflects your unique brand personality. 

Just ensure you find answers to these questions before you start the branding process for your eCommerce store

  • Who you are? What are your products? Who is your target audience?
  • How do you want your customers to feel about your business?
  • What is your area of expertise?

Once you have that insight, you can easily choose the relevant color scheme for your store.

Consider Your Product Range And Industry

When it comes to choosing the right colors for your online store, you must pay attention to your industry and the products and services you offer to your target audience. 

Let's take a simple example here. Cosmetics brands and fashion stores generally use light and feminine colors for their stores as they're geared toward women. 

Similarly, brands that deal with automotive items and high-ticket products generally use colors of authority and sophistication. Yes, you got that right. You'll mostly see these brands using black, gold, and silver in their website's color schemes. 

Brands having kids as their target audience mostly focus on bright and playful colors, such as orange, yellow, and blue. Similarly, health websites and stores that deal with eco-friendly or organic stuff use brown and green as their core site colors. span>

We suggest you visit different online stores working in the same space as yours to see how well they have incorporated different colors and visual elements into their store layout. 

You don't have to copy them. Just take inspiration and use your creativity to create a theme that best reflects your product range and expertise. 

Consider Your Target Audience

Customers have different color preferences. It can be difficult for your business to choose a specific color theme if you target a broader demographic. 

However, there are certain things you should pay attention to whether you have a wide or narrow niche. 

For instance, you should keep the factors of gender, culture, age, and buying behavior of your potential customers in mind before you choose a brand for your eCommerce store. 

If your brand deals with products that target both men and women, then using feminine colors will automatically isolate half of your prospective clients. Similarly, white has a different meaning in the West, while Asian people relate it to death and funerals.

Use Visually Attractive Colors

Colors That Are Visually Attractive

When it comes to the best ecommerce brand colors, there's no 'one-size-fits-all' solution. 

So it would be a great practice to stick to colors that are visually appealing and best suited to your industry and product range. The idea is to choose colors that perfectly complement each other. 

Keep The Readability Factor In Mind

As an e-commerce brand, your first preference should be to provide the utmost customer experience. Nothing will make a customer tap the back button faster if the colors on your online store are boring and distasteful. 

Make sure you choose high-contrast colors that are more visible and readable.

Choose A Background Color

Whites and greys are the best color options that you can use in the background to let your other website elements shine. 

You can also use dark backgrounds if your product range is bright and vibrant. The key is to keep the entire layout of your website minimal and clean. Do not use more than 2 to 3 main colors. 

Again, your e-commerce store should not include colors that you like and admire the most. Instead, your color scheme should represent your brand's personality and values. 


All in all, make sure you keep three things in mind before you finalize branding for your online store.

The scope of your business: For example, if your store is focused on the sale of high-ticket items, then you must choose luxurious and classy colors, such as black and gold. 

Your goals: If your business goal is to stimulate buyers to impulse shopping, then you should use playful and bright colors. span>

Your target audience: Last but not least, choose colors that reflect your target audience. Using black in kid's toy stores or infusing black in organic food shops can cause more harm than good. 

There you have it. Color is an effective way to convey information. Make sure you use this medium to increase traffic and conversions for your e-store.

All the best…

Ricky Hayes

Ricky Hayes

Ricky Hayes is the CEO at Debutify. He is a passionate entrepreneur running multiple businesses, marketing agencies, and mentoring programs.

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