For as long as humanity can remember, colors have been known to us. Colors are one of the most debated aspects of markets. It can however now be denied that colors have a great influence on a person’s behavior. A lot of scientists and psychologists have made attempts to provide an ideal formula on color use in e-commerce solutions. It doesn’t matter how much effort has been put in, there is still no direct answer to satisfy the questions on the use of colors in marketing. This unanswered question may be due to the vast diversity of the human mind and thinking. No two human being think alike, meaning the perception of to humans to a certain color will most definitely be different.

Majority of the conclusions on the use of colours on websites appeared after a variety of surveys and a/b testing.

Color Branding

A lot of researchers have debated that the proper use of colors is seemingly one of the most effective marketing strategies. In the selection of a marketing strategy, you should think of what colors would present your brand in the most effective way. First of all, you have to put the message you want to convey to your audience into consideration. For instance, if you are a trader in children toys, make sure you do not paint your brand logo in black. Your business personality, the shape of your business logo and logo colors should all combine to create a strong personality about your brand. Every detail must, however, be in harmony with one another. In order to create the main picture of the brand, create a strong business story to support your idea.

What particular emotions arise while seeing certain colors and famous brands:

Despite the diversity of the human mind, there are certain colors which can be generally traced to particular human behaviors and emotions. This use of such colors as a market strategy has been continuously used in e-commerce and are one of the ways to improve sales. Example of colors and the different emotions they relate with are:

  • Yellow: optimism, clarity, warmth. (Ups, Nikon, Subway, Ferrari, McDonald's)
  • Orange: friendly, cheerful, confident. (Amazon, Firefox, Nickelodeon, Fanta, Magento)
  • Red: agitation, youth, courage. (YouTube, Coca-Cola, CNN, Netflix, Lego)
  • Purple: creative, creative, wise. (Yahoo, T-Mobile, SyFy, Taco Bell, Welch's)
  • Blue: trust, reliability, strength (Dell, Walmart, Twitter, Oral-b, Ford)
  • Green: agonizing, growing, health (Android, Starbucks, Land Rover, John Deere, Shopify)
  • Gray: balance, neutral, calm (Apple, Wikipedia, Mercedes, Puma, Nike)

Gender preferences

Favourite colors

From what we all know, the universal color loved by both men and women is blue. Coincidentally, there are a lot of sites with blue color in design or other shades of blue. You will also find it hard to remember some frankly male tools or bicycle designed with a purple color. This is due to the fact that a lot of men do not like purple while a lot of women do.

Least favourite

Another strange thing to note is that women like soft colors while men like bright colors. This may be due to the ability of the female eyes to perceive more color shades than the eyes of men.

Bright and soft

You have to recognize this difference and clearly marking out your audience will allow for the creation of an effective strategy of colour branding. You could effectively mix the colors acceptable to both men and women in order to reach a larger audience if you are selling unisex products. If you are selling gender-restricted products, make use of the color affecting such a gender so as not to confuse customers. Any marketing strategy requires creating an ideal customer person. Here you have to consider both men and women, what they like, where to go, what to watch, what color they would love?

Make use of contrasts.

Don't bore your customer with plain web design and colors. It does not matter what colour technique you would be using, your design should employ an accent. When you have colours that stand out from one another, it attracts attention. It helps to establish the details of all the colors you use. This makes it easier for the customer or guest to pick the points individually. Ensure you make use of this in the most important parts of the web page, banners, product features, push to action buttons and so on.


What is Fulvous?

It does not matter what colors affect what particular emotions if you have a poor presentation. Another important thing to note is a color presentation. Colour presentation is just as effective as any other marketing strategy. Something to note in e-commerce is that the thriving businesses employ the use of colour presentation well. Colour, however, has an influence on sales and is another marketing strategy to improve sales.

Assuming we have two sweets with the aroma of black currant and one of them is referred to as "sweet currant" while the other called as "rammzazza". You may not know why, but "rammzazza" will be much more successful. The same reason for this is the same for color. There is a large difference that exists between azure, sea blue and just blue. People are love these features and are attracted to sights of something new or unusual, but it is very advisable that you do not go too far.

In the next part, we will speak about the color relationships and show you examples of well-balanced color schemes.


So what is Fulvous? It is a brownish-yellow hue which is the natural color of foxes and ducks. Is it too specific? The decision is all yours.