Color is one of the strongest design tools.

Color is one of the strongest design tools. However, colors cannot be universal. Color can have different effects on people from different countries and continents. For example, a color that is attractive to North American customers can leave people in India completely indifferent. However, choosing the right color for your logo, product or website can provide greater value to your product or, conversely, distract customers and degrade the overall impression.

87.7% of consumers indicate color as the main reason for buying a particular product. Studies show that people subconsciously evaluate the environment or product during the first 90 seconds. At 62-90%, this estimate is based only on color.

So, how do different colors affect online shoppers (research was conducted in North America):

• Yellow: Optimistic and youth. Usually used to draw attention to the window.
• Red: The color of energy. Strengthens the pulse. Often used for total sales.
• Blue: Has a striking confidentiality and security effect. Usually used for banks and businesses.
• Green: Associated with wealth. Pleasant to the eye. Used to relax.
• Orange: Aggressive. Creates a call to action: register, buy or sell.
• Pink: Romantic and feminine. Used to promote products for women and young girls.
• Black: Powerful and glossy. Used to promote luxury goods.
• Violet: Used to calm and pacify. Usually applied in the beauty industry and anti-aging products.

The question is, what do you want to convey to the client through color, what emotions, mood and feelings to cause. In the infographic below you will see what physiological and emotional reactions occur when we look at different colors and how companies use these features.