The psychology of color is a subject of strong disagreement in marketing. We know we need it, and we’d like there to be a list of rules to follow that remain the same in all instances – but there isn’t. Color preference, associations, and color cause and effect, vary widely between individuals and cultures.
So, what we’re left with is what we’ve always been left with…
We have to design based on close research of our target audience – and that goes for colors too.
That’s not to say that there aren’t valuable guidelines for color selection that are grounded in science – there are (and they’re outlined below).
Here is what we know, what we think, and what has been proven to work when it comes to color and conversion in e-commerce design.