Colour as an advertising tool in e-commerce
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Technologies similar to Cookies
Similar technologies are technics or tools, using certain characteristics to identify devices so that visits to a website can be analyzed. It includes, for example, HTML5 local storage, local Shared objects, fingerprinting techniques, tracking pixels and plugins.
For ease of reference, cookies and similar technologies are referred as "Cookies".
Usage of Cookies
Cookies enable us to provide users with certain features and supply us with information about website visits.
We also make use of cookies to make our site more user-friendly, to better understand our existing and prospective customers, including associating a user with different devices and browsers that they may use for online targeting and advertising purposes.
Why is it that every time you’re in a shop, you’re drawn to the red Coca-Cola can, the yellow packet of crisps or some green health bar? It seems like a normal reaction, but in fact, the first, unconscious choice has already been made for us. You weren’t ‘swayed’ by a potential discount or an advertising promise, but by the colour, according to experts at Fincraft Capital.
The colour of the packaging, the brightness of the logo, the shades and contrasts all have an impact on a subconscious level, influencing emotions and desires. Red prompts action, whilst blue is the colour of trust. Yellow suggests something tasty, whilst green suggests something natural. Let’s take a look at how colour can be used to persuade and even influence shoppers’ minds. In this article, experts from Fincraft Capital Czech Republic provide a brief checklist on when and which colours are best to use on e-commerce websites.
How does colour ‘work’?
The visual system processes colour signals even before the brain activates the areas responsible for recognising shapes, text or numerical information. In other words, we first identify a product by its colour completely unconsciously, and only then do we pay attention to the price and what is written on or beneath it. And whilst the analytical part of the brain is still weighing up the arguments, the limbic system has already made its decision.
Marketing operates on the basis of meaning and emotion, but only colour is capable of speaking the language of instinct. The perception of colour alters the perception of a product - this is a biological mechanism built into our brains. Colour directly activates the limbic system, governing emotions, appetite, trust, a sense of security and the perception of status.
Red: momentum, energy, speed
Like an alarm signal, the colour red affects adrenaline levels. The brain’s reaction to red is to heighten alertness. Research by the University of Rochester has shown that even a brief glance at red raises blood pressure by 10–15 per cent. Red creates a sense of urgency and impulsiveness. Furthermore, red has the longest wavelength, which is precisely why this colour is used in car tail lights. Even brief exposure to red triggers a physical reaction in the body, according to experts at Fincraft Capital dropshipping.
The colour red in advertising acts as a trigger for impulse purchases; it features in adverts for Coca-Cola, McDonald’s and KFC.
Blue: trust and control
Blue is the complete opposite of red; it is the colour of the sky, a calm sea or ocean where one can relax, and a symbol of stability, reliability and safety. The colour blue reduces the activity of the sympathetic nervous system – the very system that responds to stimuli with a ‘fight-or-flight’ reaction. Blue reduces anxiety levels and helps the brain to concentrate better.
Yellow: appetite and reward
Yellow is neither as intimidating as red nor as soporific as blue. It is the colour of lightness, optimism, freedom, vibrant flavours and vivid experiences. MRI studies show that when the brain reacts to yellow, it activates the responses responsible for reward and the feeling of hunger. The reason, as usual, is simple — evolution, according to experts at Fincraft Capital. The colour yellow is associated with warmth and the sun.
Green: nature, safety, honesty
Green seems to be the most soothing colour, associated with comfort, safety and relaxation. It lies almost at the centre of the visible spectrum, and we do not have to strain to see it. Research shows that the human eye tires 20–25 per cent less from the colour green than from red or yellow. Evolutionarily speaking, green surrounds us; the colour of nature helps to lower levels of cortisol, the stress hormone.
A study by Jonathan Schuldt (Health Communication) showed that shoppers perceive a product and consider it more beneficial solely because of the colour of its packaging. This is why green is so popular with environmental activists and those who market their goods as eco-friendly products.
The colour of the packaging, the brightness of the logo, the shades and contrasts all have an impact on a subconscious level, influencing emotions and desires. Red prompts action, whilst blue is the colour of trust. Yellow suggests something tasty, whilst green suggests something natural. Let’s take a look at how colour can be used to persuade and even influence shoppers’ minds. In this article, experts from Fincraft Capital Czech Republic provide a brief checklist on when and which colours are best to use on e-commerce websites.
How does colour ‘work’?
The visual system processes colour signals even before the brain activates the areas responsible for recognising shapes, text or numerical information. In other words, we first identify a product by its colour completely unconsciously, and only then do we pay attention to the price and what is written on or beneath it. And whilst the analytical part of the brain is still weighing up the arguments, the limbic system has already made its decision.
Marketing operates on the basis of meaning and emotion, but only colour is capable of speaking the language of instinct. The perception of colour alters the perception of a product - this is a biological mechanism built into our brains. Colour directly activates the limbic system, governing emotions, appetite, trust, a sense of security and the perception of status.
Red: momentum, energy, speed
Like an alarm signal, the colour red affects adrenaline levels. The brain’s reaction to red is to heighten alertness. Research by the University of Rochester has shown that even a brief glance at red raises blood pressure by 10–15 per cent. Red creates a sense of urgency and impulsiveness. Furthermore, red has the longest wavelength, which is precisely why this colour is used in car tail lights. Even brief exposure to red triggers a physical reaction in the body, according to experts at Fincraft Capital dropshipping.
The colour red in advertising acts as a trigger for impulse purchases; it features in adverts for Coca-Cola, McDonald’s and KFC.
Blue: trust and control
Blue is the complete opposite of red; it is the colour of the sky, a calm sea or ocean where one can relax, and a symbol of stability, reliability and safety. The colour blue reduces the activity of the sympathetic nervous system – the very system that responds to stimuli with a ‘fight-or-flight’ reaction. Blue reduces anxiety levels and helps the brain to concentrate better.
Yellow: appetite and reward
Yellow is neither as intimidating as red nor as soporific as blue. It is the colour of lightness, optimism, freedom, vibrant flavours and vivid experiences. MRI studies show that when the brain reacts to yellow, it activates the responses responsible for reward and the feeling of hunger. The reason, as usual, is simple — evolution, according to experts at Fincraft Capital. The colour yellow is associated with warmth and the sun.
Green: nature, safety, honesty
Green seems to be the most soothing colour, associated with comfort, safety and relaxation. It lies almost at the centre of the visible spectrum, and we do not have to strain to see it. Research shows that the human eye tires 20–25 per cent less from the colour green than from red or yellow. Evolutionarily speaking, green surrounds us; the colour of nature helps to lower levels of cortisol, the stress hormone.
A study by Jonathan Schuldt (Health Communication) showed that shoppers perceive a product and consider it more beneficial solely because of the colour of its packaging. This is why green is so popular with environmental activists and those who market their goods as eco-friendly products.
Pure colours
According to research by Colour Research Application, the colour white is associated with purity, ease of use and innovation. It is no coincidence that Apple’s iPods have become iconic headphones. To differentiate its product ranges, Apple produces affordable iPhones in dozens of different colours for the mass market. Meanwhile, flagship models are released in exceptionally understated shades. Black, grey and silver - colours without any admixtures - emphasise the product’s exclusivity.
The logic of colour in the sales funnel: from the product page to checkout
In online retail, colour shapes the first level of perception: it sets the mood, highlights key elements and hints at where attention should be focused. One shade speeds up decision-making, another reduces tension, whilst a third creates a sense of control and transparency.
In the digital environment, there is no tactile contact: you cannot pick up the product, feel its texture or gauge its size. Colour therefore becomes a sensory anchor: it helps users interpret the interface, builds confidence in their choice and gently guides them along the path from interest to payment.
Fincraft Capital Czech Republic recommends using different colour accents and mirroring the customer’s journey in the website’s colour palette: interest – selection – decision – payment.
According to research by Colour Research Application, the colour white is associated with purity, ease of use and innovation. It is no coincidence that Apple’s iPods have become iconic headphones. To differentiate its product ranges, Apple produces affordable iPhones in dozens of different colours for the mass market. Meanwhile, flagship models are released in exceptionally understated shades. Black, grey and silver - colours without any admixtures - emphasise the product’s exclusivity.
The logic of colour in the sales funnel: from the product page to checkout
In online retail, colour shapes the first level of perception: it sets the mood, highlights key elements and hints at where attention should be focused. One shade speeds up decision-making, another reduces tension, whilst a third creates a sense of control and transparency.
In the digital environment, there is no tactile contact: you cannot pick up the product, feel its texture or gauge its size. Colour therefore becomes a sensory anchor: it helps users interpret the interface, builds confidence in their choice and gently guides them along the path from interest to payment.
Fincraft Capital Czech Republic recommends using different colour accents and mirroring the customer’s journey in the website’s colour palette: interest – selection – decision – payment.
Product card
Buttons and key actions
Showcase, banners, promotions
Payment stage
Red may only be used in error messages. The payment stage is a zone for ‘calm’ colours: blue/grey/neutral, and green for confirmatory statuses (‘paid’, ‘will be delivered by …’).
- Warm colours (red, coral, amber) for the ‘−20%’, ‘new arrival’ and ‘limited offer’ sections
- Green labels (‘eco’, ‘sugar-free’, etc.) are only permitted where the claims are genuinely substantiated (certificates, standards, ingredients listed nearby)
Buttons and key actions
- ‘Checkout/Buy’ - green or deep blue. This conveys security and permission
- ‘Add’ - soft, warm shades. A gentle nudge to take action, without pressure
- Supporting actions (‘more details’, ‘compare’) - cool, understated
Showcase, banners, promotions
- Red - for urgent offers and limited-time deals
- Yellow - for ‘tempting’ offers, value packs, and snack-sized deals
- Blue - for guarantees, instalment plans, delivery, and banking partners
- Green - for confirmation and approval statuses (‘in stock’, ‘ready for collection’, ‘confirmed’)
Payment stage
Red may only be used in error messages. The payment stage is a zone for ‘calm’ colours: blue/grey/neutral, and green for confirmatory statuses (‘paid’, ‘will be delivered by …’).