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The Smashing Book #2 by Smashing Magazine

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Design Patterns on E-Commerce Websites (Study) (Part 2)

Color

People are influenced by color in a variety of ways. Color affects us emotionally, psychologically, physically and socially. Color can establish trust, make us impulsive, increase our appetite, improve our health and set a mood.

How do the websites in our study handle color? Are certain colors used more often than others? Are certain website elements usually assigned certain colors? We looked first at dominant and secondary colors, and then we looked more closely at links, buttons, shopping cart icons and “Add to cart” and “Check out” buttons.

General Color Schemes

E-commerce websites tend to have a neutral color scheme. 80% of the websites in our survey have either a light or dark neutral ...

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