Selection of colors in the online store. What to look out for?
Have you ever wondered how the choice of colors in an online store can affect the sale of your services? After all, this is just one of the many elements of the store that no one particularly thinks about, so the choice should not matter much, right? Well, nothing more wrong! In this article we will tell you why colors are so important, how to choose them and what to pay special attention to so that customers are happy to add services to the cart.
Choice of colors
Color is a valuable source of information about the offer. During 90 seconds, during which we form an opinion about a product, about 62-90% of the rating is based on the color itself (source).
If we take a closer look at the individual colors, we will notice that each of them evokes different associations and emotions. Warm colors are associated with passion, emotion and enthusiasm. Cold, on the other hand, most often evokes a sense of peace, relaxation and security.
The right choice of colors will allow increase conversion, strengthening identity and building positive associations with the brand.
By launching an online sale with Droplabs you can decide for yourself what colors your store should have in the second step of shopping, the buttons to add services to the cart and the button Call to Action. It is very convenient, however, it is not worth acting spontaneously. Plan your choice of colors, because it can have a big impact on the behavior of users in your store.
A common practice is to match the colors to the rest of the website or to use the colors used by the brand in communication. It's a great patent for staying consistent and creating easy brand associations. However, before you introduce such a solution in your store, make sure that you take into account several important aspects.
What to look out for?
Contrast
One of the most important things is the contrast between the text and the background. A poorly readable inscription on the buttons is an average incentive to perform an action. When maintaining contrast, keep in mind that your store will be visited on screens of different sizes and brightness. You should also not forget about people who have vision problems. Choose colors in such a way that potential customers do not have the slightest difficulty in making a transaction.
To ensure that the contrast is correct, you can use the following tools:
Highlighting the buttons
During shopping, users will look for items that can be clicked, so it is important that the colors of the buttons catch their attention. Try to avoid shades of gray or beige, which may suggest that the button is inactive. Bet on colors that will attract the attention of users.
Color combination
Also take care of the selection of the gradient in the second purchase step. Not all colors harmonize well with each other, so it is worth choosing those that create a coherent composition. Don't know what colors to choose? Take advantage of ready-made tools. Simply rewrite the six-digit HEX corresponding to a specific color (e.g. #f3f4fc) that will be generated on the page.
Ready-made tools for generating gradients:
Accessibility
Accessibility for users is another very important aspect that, unfortunately, is often overlooked. It is estimated that 1 in 12 men (8%) and 1 in 200 women (0.5%) have a color recognition problem on average (source). It is worth having it in the back of your head when choosing colors that will be visible to buyers.
Have you ever wondered why web links are usually blue? One of the popular opinions says that hyperlinks have acquired such a color, since it is blue that is the most “accessible” color. This means that despite the color recognition disorder, most people are able to distinguish it from others (source).
Inspirations
Not sure what colors to choose? Take advantage of ready-made inspirations:
There is no set of colors that guarantees success, so it is worth testing different solutions and, based on this, choose the best combination.