As an entrepreneur, you will have to promote your brand and put together a multitude of coherent and pleasant elements so that all of this becomes one and seduces your prospects.
Regardless of your E-commerce solution, Shopify or another, you must then make your brand attractive and identifiable, in particular thanks to the colors that you will choose for your visual identity: your logo and your graphic charter.
COLORS INFLUENCE US
You will not have missed it, the colors invade our space and influence us permanently, in an unconscious way . Therefore, the understanding of this psychology of colors and this emotional experience becomes essential and unavoidable. Choosing the right colors for your brand therefore goes far beyond a simple affinity. This will guide your audience to understand who you are, what you do and where you want to take them.
In fact, according to international color guru, Leatrice “Lee” Eiseman – Director of the Eiseman Center, “color is often seen as a silent salesperson and must immediately create a brand identity ”.
This is all the work that an art director can do, for example, when creating a design on Figma .
It then has a significant importance in the development of your business.
The influence of colorimetry in marketing
Indeed, in all aspects of your brand - from the logo, your graphic charter, to the conception and design of your website - each color orients and influences your consumers . Just look at the numbers, according to an infographic from Olybop :
- individuals pass judgment on an environment or a product within 90 seconds of first viewing,
- 80% of people believe that color increases brand recognition,
- and nearly 85% of consumers consider color to be a purchase trigger.
Therefore, a very important part of your brand image is based on the color you choose to represent it. And despite its very subjective side, color would have a real influence on our consumer choices . And it's not to displease you! And of course you know that colors can influence the click rate on Facebook Ads campaigns or even the conversion rate for example!
The choice of color that suits you
Now you understand the importance you must give to this choice of color, to stand out from your competitors and attract your prospects . Assuming that your brand functions as an entity in its own right - with its personality and its values - you need to find THE color that will best suit it and represent it to the public. Note that this choice is very impactful for your logo, since it will determine your entire visual identity and what results from it (communication, customer experience, etc.).
Indeed, each of your consumers has their own perception of things and their surroundings. The same goes for color perception, which also depends on some other factors. Choosing the right design and the right color is part of the skills necessary for e-commerce managers .
Thus, this choice of color will allow you to serve your brand and its image, to attract your consumers .
Variables to predetermine
In order not to be mistaken in your choice, it becomes important to take into account certain major variants:
- your sector of activity: each sector has its own codes which should not be deviated from,
- your targets: age, gender, or even culture are elements that should not be overlooked, to reach the right people, in the best way,
- the values of your brand: essential in your approach, it is a question of defining its personality as well as its character traits so that it can be recognized.
The meaning of colors
Each color transmits information and a feeling specific to each one. It is then necessary to keep in mind that those which you will choose will unconsciously direct your visitors.
The color wheel
To understand a little what is going on behind this subtlety of colors, you need to understand Newton's color wheel and the color harmonies it allows you to create. You will be able to play with the colors to find the assortment that best represents your brand .
THE DIFFERENT COLOR CATEGORIES
This wheel is broken down into three categories of colors - primary, secondary and tertiary - but also into two shades - warm or cold. You will need to carefully dissect your brand identity to bring out its essence, in color language .
Color temperature
Regarding the shades of colors, it must be taken into consideration that all of them have a different temperature. It can be hot or cold and will convey the most subtle message to your consumers.
Primary colors :
Blue: trust and reliability
It is the most popular color in the world , but also the most used for corporate visual identities. It is synonymous with confidence, strength and appeasement , like the sky. Some use it subtly, to highlight guarantees, delivery or even payment. And besides, it is no coincidence that many brands in IT, banking, or even food use it for their visual identity.
Red: "show must go on!" »
Used intelligently, it is THE warm color of dynamism, passion and desire . It aims to attract the attention of your consumers , and to arouse strong emotions. It strongly contributes to the enthusiasm of your consumers through positive communication. Strong and powerful, it requires a more sober framework, so as not to overload the information communicated. However, it can be used on the add to cart button because it can slow down the conversion rate by sending the "stop" signal to the customer. Indeed red is the color of the forbidden in many cultures!
Yellow: vector of positive energy
Yellow is the color of joy and optimism not excellence. Often synonymous with light, creativity and original ideas, this solar color is rich in positive values. Yellow also stands for happiness, warmth and security.
Secondary colors:
OrangeOrange : positivity and passion
A symbol of enthusiasm, joy and creativity, orange stands out as the color of closeness and friendship . After red, it is also a color that catches the eye and cannot go unnoticed. It is also a guarantee of trust and often intervenes in the communication of brands that have a link with digital (eg the Amazon smile).
Green: calm power
True emblem of nature and the earth , the color green evokes balance and harmony of the mind and emotions. It is synonymous with harmony, kindness, benevolence. It also evokes hope and growth in sectors such as health, finance and energy. Today strongly related to ecology, it reflects the brands' commitment to the environment.
Violet: imagination, wisdom and technique
Violet suggests sweetness and dreams. Also synonymous with creativity, it makes your imagination much more productive than normal and suggests a certain delicacy. It gives a majestic and almost mystical feeling. This color is often used to represent the fields of finance, technology and health.
Tertiary colors
Black: chic and elegant
A symbol of refinement, elegance and luxury, black is THE high-end color par excellence . Its sophisticated side also evokes seriousness, authority and perfection. This is also the color used by Shopify Plus . It is used by major brands wishing to assert a robust and timeless character. It is often linked to the fashion, car and technology sectors.
Brown: calm and nature
Evocative of nature , brown invites relaxation and calm. Despite its sometimes unattractive side, this color stimulates the senses, and evokes elegance and authenticity. This color is still little used in branding in general. But it can be used in the fields of health, well-being and for businesses producing artisanal and traditional products.
Grey: rigor and perseverance
This color affirms discretion and neutrality. Symbol of sobriety, it is also synonymous with independence and severity. It is often used in the automotive, technical and financial sectors.
White: light and purity
White very clearly evokes light, since it awakens the eyes. Synonymous with virtue, purity and peace, it is the color of innocence and wisdom. It symbolizes the ideal and is often present in the sanitary, health or even charity sectors. Google is for example the first user of the color white through its search engine.
Pink: playful and romantic
Ultimate symbol of femininity, pink also represents romance and sweetness. It is also the color of choice for the pastry, cosmetics and children's sectors.
Multicolors: creative and playful
This compilation of colors clearly invites us to open up the field of possibilities. It is in particular the choice of Google Ads to offer a multicolor logo. Thanks to its multiplicity, it invites a multitude of opportunities and represents its playful and creative aspect. Some large groups have also used it to symbolize the multiplicity of their services.
As you will have understood, color plays a key role in the construction of your brand and its universe. Therefore, they allow you to optimize your visual identity and prove to be a real strategic tool to get in touch with your potential customers. Thus, the colors you choose will allow you to associate your brand with its values and create a solid bond with your customers.
How can we help you?
Do you feel overwhelmed by this multitude of possibilities? Our experts are on hand to help you with this task and allow you to stay focused on your core business: your products! Do not hesitate any longer, contact us and Pikka will take care of everything.
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