{"id":373974,"date":"2023-12-08T18:27:33","date_gmt":"2023-12-08T18:27:33","guid":{"rendered":"https:\/\/webinterpret.com\/blog\/sell-the-right-colour-the-power-of-colour-in-international-e-commerce"},"modified":"2026-03-16T11:42:10","modified_gmt":"2026-03-16T11:42:10","slug":"sell-the-right-colour-the-power-of-colour-in-international-e-commerce","status":"publish","type":"post","link":"https:\/\/webinterpret.com\/en\/blog\/sell-the-right-colour-the-power-of-colour-in-international-e-commerce","title":{"rendered":"[FREE ebook] The power of color in international ecommerce"},"content":{"rendered":"<p><a href=\"https:\/\/pages.webinterpret.com\/Colours-Ecommerce-UK.html\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-15731\" src=\"https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/colour-marketing.jpg\" alt=\"Colour in ecommerce\" width=\"1024\" height=\"512\" srcset=\"https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/colour-marketing.jpg 1024w, https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/colour-marketing-300x150.jpg 300w, https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/colour-marketing-768x384.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<h2>Colour and persuasion<\/h2>\n<p>Imagery and colours are a vehicle to generate interest and emotional responses. Colours may help you determine <a href=\"https:\/\/webinterpret.com\/en\/blog\/ecommerce-trends-2024-marketplaces\">how to sell products online successfully<\/a>.<\/p>\n<p>Think about how particular colours are associated with holidays, festivals and rituals: you may be more successful offering red and pink dresses around <a href=\"https:\/\/webinterpret.com\/en\/blog\/online-sales-around-valentines-day\">Valentine\u2019s Day<\/a> as opposed to blue and black ones.<\/p>\n<p>The choice of colour for ecommerce purposes \u00a0is strictly related to a number of \u00a0factors:<\/p>\n<ul>\n<li>Individual preferences<\/li>\n<li>Cultural differences<\/li>\n<li>Upbringing<\/li>\n<li>Experience<\/li>\n<li>Context<\/li>\n<li>Related emotions.<\/li>\n<\/ul>\n<p>The perception of colour is subliminal, subconscious and up to <strong>90% of snap judgements about products<\/strong> can be based on colour alone.<\/p>\n<p>As a study carried out by the Seoul International Expo sets out, 92% of people report that colour plays a crucial role when making a purchase. For 6% the sense of touch is important. Smell and hearing are rated as essential by 1% of people, unless they are buying music or perfume.<\/p>\n<p>The <strong>colour must match the brand<\/strong>, its message and what is being sold. Simple and bright colours are vibrant, intense and attraction grabbers, e.g. Toys R Us and McDonald\u2019s. Sophisticated colours, on the other hand, bring to mind elegance and intimate communication, e.g. Tiffany or Armani.<\/p>\n<h2>Colours and ecommerce purchases &amp; shoppers<\/h2>\n<p>On the basis of a study published in the Journal of Business Research, buyers are 15% more likely to return to a shop with blue colour schemes as opposed to their orange counterparts. If you use blue for online business, it can improve your customer loyalty.<\/p>\n<p class=\"highlight\">If you focus on loyal customers as opposed to quick one-off deals, blue is the colour of trust and dependability.<\/p>\n<p><strong>Colours attract specific types of shoppers.<\/strong> According to Kissmetrics:<\/p>\n<ul>\n<li>Red, orange, black and royal blue attract impulse shoppers: good for fast food, outlet malls and clearance sales<\/li>\n<li>Navy blue and teal attract shoppers on a budget: good for banks and larger department stores<\/li>\n<li>Pink, sky blue and rose attract traditional buyers: good for clothing stores.<\/li>\n<\/ul>\n<p>Research shows that more extraordinary and unique colour names are prefered and can increase the likelihood of a purchase immensely.<\/p>\n<p>In other words, we feel more tempted by the colour &#8220;mocha&#8221; as opposed to &#8220;brown&#8221;, even though they\u2019re basically the same colour.<\/p>\n<div class=\"q-and-a-container\">\n<div class=\"box-q-and-a\">\n<div class=\"question-box\">Ecommerce tip<\/div>\n<div class=\"answer-box\">Choose more memorable and descriptive names to classify the colour of your item, especially if you sell clothes. For instance, &#8220;sky blue&#8221; is a better option than &#8220;light blue&#8221;.<\/div>\n<\/div>\n<\/div>\n<h2>Colour in ecommerce: which button colours convert better?<\/h2>\n<p>The discussion about the best colours for buttons, e.g. those which maximize conversions, is a hot topic. For instance, Unbounce predicted that the future of call-to-action buttons is <strong>BOB<\/strong> (Big Orange Button).<\/p>\n<p>A lot of colours have been AB-tested: red, green, blue, orange and so on. There are many <strong>colour-related associations<\/strong>, for instance green tends to bring to mind positive emotions and a &#8220;green light&#8221; is a sign for a driver to GO. Red, in turn, is mostly associated with negative emotions: it\u2019s a sign for the driver to STOP.<\/p>\n<p>However, <strong>colour makes little difference on its own<\/strong>. In fact, you need to consider how the colour changes the visual hierarchy of the whole page. You need to take into account how it makes the call-to-action stand out. Additionally, there are other elements to consider, for instance wording on the button.<\/p>\n<p class=\"highlight\">There\u2019s NO best colour for conversions. There\u2019s no generalization or golden rule that can be given.<\/p>\n<p>Sometimes it\u2019s about <strong>common sense<\/strong>. If your website\u2019s dominant colour is, let\u2019s say, green and your buttons are green too, they won\u2019t stand out. You can expect that the green-green combination will affect your conversions in a negative way. A more sensible way would be to go for a brighter colour for your buttons.<\/p>\n<h2>Does it make a difference what colours you sell to men &amp; women?<\/h2>\n<p>Yes, it does. There are colour preferences among <strong>genders<\/strong>. Generally, men prefer brighter colours and women fancy softer colours. Additionally, men are more likely to like shades (colours with black added) and women tints of colours (with white added).<\/p>\n<p>According to the charts below:<\/p>\n<ul>\n<li>Blue is the favourite colour among both genders.<\/li>\n<li>Women like purple as opposed to men who fail to list it as a top colour.<\/li>\n<li>For feminine products avoid gray, orange and brown, instead blue, purple and green should be quite appealing.<\/li>\n<li>For male products avoid purple, orange and brown, focus on blue, green and black instead.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1350 size-full\" src=\"https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/ecommerce-men-favourite-colour.png\" alt=\"ecommerce-men-favourite-colour\" width=\"750\" height=\"450\" \/><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-1351 size-full\" src=\"https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/ecommerce-men-not-favourite-colour.png\" alt=\"ecommerce-men-not-favourite-colour\" width=\"750\" height=\"450\" \/><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1352 size-full\" src=\"https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/ecommerce-women-favourite-colour.png\" alt=\"ecommerce-women-favourite-colour\" width=\"750\" height=\"450\" \/><\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-1353 size-full\" src=\"https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/ecommerce-women-least-favourite-colour.png\" alt=\"ecommerce-women-least-favourite-colour\" width=\"750\" height=\"450\" \/><\/p>\n<p style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">Source: Joe Hallock<\/span><\/em><\/p>\n<h2>How do we perceive colours?<\/h2>\n<p>Let\u2019s take yellow, a happy colour, as an example. 75% of pencils sold <a href=\"https:\/\/webinterpret.com\/en\/blog\/ecommerce-us-definitive-guide\">in the US<\/a> are yellow. It is also the first colour perceived by our retinas: a useful fact if you need a real attention grabber.<\/p>\n<p>A quick recap of the emotional meaning related to specific colours:<\/p>\n<ul>\n<li>Yellow: optimistic, clear, warm<\/li>\n<li>Orange\/peach: friendly, cheerful, confident<\/li>\n<li>Deep orange: energetic, stimulating<\/li>\n<li>Red: exciting, young, bold<\/li>\n<li>Bright red: carefree, passionate, sexy, stimulating, dangerous<\/li>\n<li>Purple: creative, imaginative, wise, sophisticated<\/li>\n<li>Light blue: balanced, neutral, calm<\/li>\n<li>Blue: trustworthy, strong, reliable<\/li>\n<li>Green: peaceful, healthy, growth<\/li>\n<li>Black: power, luxury.<\/li>\n<\/ul>\n<p>Of course, colour is a matter of <strong>individual experience<\/strong> to a large extent. Still, its choice plays an important role when branding and motivating a particular type of buyer. Choosing a colour associated with your brand is of crucial significance.<\/p>\n<h2>Perception of colour across cultures<\/h2>\n<p>Given colours aren&#8217;t perceived in the same way across the globe. For instance, blue, the American corporate colour, is seen as cold and evil in East Asia. See below and check how different colours are perceived in various countries. Some facts may truly surprise you.<\/p>\n<p><strong><span style=\"color: #3366ff;\">Blue<\/span><\/strong><\/p>\n<ul>\n<li>Holland: warmth, femininity<\/li>\n<li>Sweden: coldness, masculinity<\/li>\n<li>Iran: death<\/li>\n<li>India: purity<\/li>\n<li>The US: high quality, masculinity<\/li>\n<li>China, Korea, Japan: high quality.<\/li>\n<\/ul>\n<p><span style=\"color: #ff0000;\"><strong>Red<\/strong><\/span><\/p>\n<ul>\n<li>Germany: unlucky, negative<\/li>\n<li>Denmark, Romania &amp; Argentina: lucky<\/li>\n<li>China: lucky, a bride\u2019s colour, love<\/li>\n<li>The UK: masculinity<\/li>\n<li>France: masculinity<\/li>\n<li>India: ambition &amp; desire<\/li>\n<li>The US: love.<\/li>\n<\/ul>\n<p><span style=\"color: #ffcc00;\"><strong>Yellow<\/strong><\/span><\/p>\n<ul>\n<li>The US: warmth<\/li>\n<li>France: infidelity<\/li>\n<li>Germany: envy &amp; jealousy<\/li>\n<li>Russia: envy<\/li>\n<li>China: happy, pleasant, good taste, progressive, authority, royalty &amp; trustworthiness.<\/li>\n<\/ul>\n<p><span style=\"color: #339966;\"><strong>Green<\/strong><\/span><\/p>\n<ul>\n<li>Japan: love, happiness, good taste &amp; adventure<\/li>\n<li>The US: envy, good taste, adventure<\/li>\n<li>Belgium: envy<\/li>\n<li>China: sincere, trustworthy, dependable.<\/li>\n<\/ul>\n<p><span style=\"color: #cc99ff;\"><strong>Purple<\/strong><\/span><\/p>\n<ul>\n<li>Mexico: envy<\/li>\n<li>Japan: sin, fear, expensive<\/li>\n<li>China: love, expensive<\/li>\n<li>The US: love, inexpensive.<\/li>\n<\/ul>\n<p><strong>Black<\/strong><\/p>\n<ul>\n<li>India: dullness, stupidity<\/li>\n<li>Western cultures: grief, sadness, ceremonial dress for priests, a dress of subservience for waiters and servants<\/li>\n<li>Japan: fear, powerful, expensive<\/li>\n<li>Germany: fear ,anger, jealousy<\/li>\n<li>Mexico: anger, envy, jealousy<\/li>\n<li>The US: fear, anger, envy, jealousy, powerful, expensive<\/li>\n<li>China: powerful, expensive, trustworthy, high quality.<\/li>\n<\/ul>\n<p><strong>White<\/strong><\/p>\n<ul>\n<li>Japan: mourning, death<\/li>\n<li>Australia: happiness, purity<\/li>\n<li>The US: happiness, purity.<\/li>\n<\/ul>\n<p>If you sell on <a href=\"https:\/\/webinterpret.com\/en\/blog\/the-guide-to-becoming-an-international-seller-on-amazon\">international marketplaces<\/a>, take a closer look at the colours you use for your website and brand image. For example, blue is the corporate colour in the USA, bringing to mind responsible, solid financial services but red will probably win you business in East Asia.<\/p>\n<p>A similar analysis may be useful if you offer items that come in different colours. Think which values and emotions your product should communicate: colour should reveal your <strong>product attributes<\/strong>.<\/p>\n<figure id=\"attachment_15725\" aria-describedby=\"caption-attachment-15725\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15725 size-full\" src=\"https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/colour-ecommerce-pantone.jpg\" alt=\"Colours in ecommerce: pantone\" width=\"1024\" height=\"512\" srcset=\"https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/colour-ecommerce-pantone.jpg 1024w, https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/colour-ecommerce-pantone-300x150.jpg 300w, https:\/\/webinterpret.com\/wp-content\/uploads\/2015\/10\/colour-ecommerce-pantone-768x384.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-15725\" class=\"wp-caption-text\">To learn more about how colours affect online sales, download our <a href=\"https:\/\/pages.webinterpret.com\/Colours-Ecommerce-UK.html\">FREE ecommerce guide<\/a>.<\/figcaption><\/figure>\n<h2>Colour in international ecommerce: conclusion<\/h2>\n<p>First, 90% of snap judgements about products can be based on colour alone. Thus, the choice of colour may have a big <strong>impact on your sales conversions<\/strong>.<\/p>\n<p>Second, different colours communicate different <strong>values<\/strong>. For instance, if you\u2019re selling high-end products, black may be a better choice than pink as your signature colour.<\/p>\n<p>Third, if you <a href=\"https:\/\/webinterpret.com\/en\/solutions\/ebay\">sell internationally<\/a>, consider the perception of colour in different countries and cultures.<\/p>\n<p><strong>About Webintepret<\/strong><\/p>\n<p>Webinterpret enables marketplace sellers to instantly expand worldwide. Our automatic ecommerce solution will help you avoid all the hassle of translating and localizing your product listings so you can quickly &amp; easily boost your online sales. <a href=\"https:\/\/resources.webinterpret.com\/accelerate-now\/?_gl=1*b2yawx*_gcl_au*MTc2ODc3ODAzNS4xNzQwMDUzNjYy*_ga*MTUxNTIxMjE4NC4xNzQwMDUzNjYy*_ga_KWWD0Y0CYM*MTc0NTgyMzg2MS43Ny4xLjE3NDU4MjQ3OTkuMzIuMC4xMTEzNDUyMTg0#ebay\">Contact our ecommerce experts for more information.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Colour and persuasion Imagery and colours are a vehicle to generate interest and emotional responses. Colours may help you determine how to sell products online successfully. Think about how particular colours are associated with holidays, festivals and rituals: you may be more successful offering red and pink dresses around Valentine\u2019s Day as opposed to blue and black ones. The choice of colour for ecommerce purposes \u00a0is strictly related to a number of \u00a0factors: Individual preferences Cultural differences Upbringing Experience Context Related emotions. The perception of colour is subliminal, subconscious and up to 90% of snap judgements about products can be based on colour alone. As a study carried out by the Seoul International Expo sets out, 92% of people report that colour plays a crucial role when making a purchase. For 6% the sense of touch is important. Smell and hearing are rated as essential by 1% of people, unless they are buying music or perfume. The colour must match the brand, its message and what is being sold. Simple and bright colours are vibrant, intense and attraction grabbers, e.g. Toys R Us and McDonald\u2019s. Sophisticated colours, on the other hand, bring to mind elegance and intimate communication, e.g. Tiffany or Armani. Colours and ecommerce purchases &amp; shoppers On the basis of a study published in the Journal of Business Research, buyers are 15% more likely to return to a shop with blue colour schemes as opposed to their orange counterparts. If you use blue for online business, it can improve your customer loyalty. If you focus on loyal customers as opposed to quick one-off deals, blue is the colour of trust and dependability. Colours attract specific types of shoppers. According to Kissmetrics: Red, orange, black and royal blue attract impulse shoppers: good for fast food, outlet malls and clearance sales Navy blue and teal attract shoppers on a budget: good for banks and larger department stores Pink, sky blue and rose attract traditional buyers: good for clothing stores. Research shows that more extraordinary and unique colour names are prefered and can increase the likelihood of a purchase immensely. In other words, we feel more tempted by the colour &#8220;mocha&#8221; as opposed to &#8220;brown&#8221;, even though they\u2019re basically the same colour. Ecommerce tip Choose more memorable and descriptive names to classify the colour of your item, especially if you sell clothes. For instance, &#8220;sky blue&#8221; is a better option than &#8220;light blue&#8221;. Colour in ecommerce: which button colours convert better? The discussion about the best colours for buttons, e.g. those which maximize conversions, is a hot topic. For instance, Unbounce predicted that the future of call-to-action buttons is BOB (Big Orange Button). A lot of colours have been AB-tested: red, green, blue, orange and so on. There are many colour-related associations, for instance green tends to bring to mind positive emotions and a &#8220;green light&#8221; is a sign for a driver to GO. Red, in turn, is mostly associated with negative emotions: it\u2019s a sign for the driver to STOP. However, colour makes little difference on its own. In fact, you need to consider how the colour changes the visual hierarchy of the whole page. You need to take into account how it makes the call-to-action stand out. Additionally, there are other elements to consider, for instance wording on the button. There\u2019s NO best colour for conversions. There\u2019s no generalization or golden rule that can be given. Sometimes it\u2019s about common sense. If your website\u2019s dominant colour is, let\u2019s say, green and your buttons are green too, they won\u2019t stand out. You can expect that the green-green combination will affect your conversions in a negative way. A more sensible way would be to go for a brighter colour for your buttons. Does it make a difference what colours you sell to men &amp; women? Yes, it does. There are colour preferences among genders. Generally, men prefer brighter colours and women fancy softer colours. Additionally, men are more likely to like shades (colours with black added) and women tints of colours (with white added). According to the charts below: Blue is the favourite colour among both genders. Women like purple as opposed to men who fail to list it as a top colour. For feminine products avoid gray, orange and brown, instead blue, purple and green should be quite appealing. For male products avoid purple, orange and brown, focus on blue, green and black instead. Source: Joe Hallock How do we perceive colours? Let\u2019s take yellow, a happy colour, as an example. 75% of pencils sold in the US are yellow. It is also the first colour perceived by our retinas: a useful fact if you need a real attention grabber. A quick recap of the emotional meaning related to specific colours: Yellow: optimistic, clear, warm Orange\/peach: friendly, cheerful, confident Deep orange: energetic, stimulating Red: exciting, young, bold Bright red: carefree, passionate, sexy, stimulating, dangerous Purple: creative, imaginative, wise, sophisticated Light blue: balanced, neutral, calm Blue: trustworthy, strong, reliable Green: peaceful, healthy, growth Black: power, luxury. Of course, colour is a matter of individual experience to a large extent. Still, its choice plays an important role when branding and motivating a particular type of buyer. Choosing a colour associated with your brand is of crucial significance. Perception of colour across cultures Given colours aren&#8217;t perceived in the same way across the globe. For instance, blue, the American corporate colour, is seen as cold and evil in East Asia. See below and check how different colours are perceived in various countries. Some facts may truly surprise you. Blue Holland: warmth, femininity Sweden: coldness, masculinity Iran: death India: purity The US: high quality, masculinity China, Korea, Japan: high quality. Red Germany: unlucky, negative Denmark, Romania &amp; Argentina: lucky China: lucky, a bride\u2019s colour, love The UK: masculinity France: masculinity India: ambition &amp; desire The US: love. Yellow The US: warmth France: infidelity Germany: envy &amp; jealousy Russia: envy China: happy, pleasant, good taste, progressive, authority, royalty &amp; trustworthiness. Green Japan: love, happiness,<\/p>\n","protected":false},"author":74,"featured_media":373976,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[9676,9671,9681,9727],"tags":[9707,9698,9689],"class_list":["post-373974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce-strategies","category-ecommerce-tools","category-sales-optimization","category-seo-and-marketing","tag-ecommerce-free-ebook-uk-en","tag-ecommerce-marketing-optimisation-uk-en","tag-international-ecommerce-uk-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.1 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Using colour psychology to drive worldwide ecommerce sales<\/title>\n<meta name=\"description\" content=\"Explore the power of colour in international ecommerce. 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