Demographic Variables
Your eCommerce customers consist of different groups of categories, such as age, gender, ethnicity geographic location, and many more, which is also known as customer demographics. How each of these groups responds to colors on your website would be different from each other.
In certain customer demographic variables such as ethnicity and geographic location, we can tell how color preference is related to customer culture and background. These variables would be useful for eCommerce website owners to get information on targeting customers with the right color choice for their website besides being consistent with their company brand.
Color Study by Gender
As for color preference by gender, a study shows that blue, green, and red are the most favored colors for males and females. Another experiment also shows that male prefers brighter colors while female like softer colors.
Those studies are good evidence that males and females generally have different preferences in colors which are worth considering in the process of choosing the right color for your eCommerce website. This will also be helpful especially when your eCommerce website consumer’s target is focused on a specific type of gender.
Color vs Product Value
There’s also a customer study on the color association to product value identification done by Hallock that gives the result that orange is considered an “inexpensive” or “cheap” color choice. These are just a few examples of how colors can affect online customers.
Customer’s Behaviour
Based on the study of customer behavior, 1% of customers decide to buy a product based on smell or sound, 3% check on the texture of the product and 93% of customers or buyers focus on the visual appearance. This means that color is frequently the main reason for buying a product.
The majority of customers or clients believe that color is responsible for brand awareness which also means that choosing the right color for your eCommerce website will send the right brand message and the correct color association.