Study On Color Application To E-commerce Web Pages

Currently, with the rapid development of China’s e-commerce, this industry has entered into a prosperous period. As one of determinants in e-commerce website design,color should be applied more appropriate, proper and splendid in excellent design works so as to attract visitors’ attention to the products and promote consumption. Colors on e-commerce web are closely related to and gradually permeating throughout our life,meanwhile, they embody the concept of “human-oriented”. Thus the proper use of color in e-commerce web design is a subject that worth exploring.This paper focuses on the color in e-commerce website interface, firstly, elaborates relevant theory of color, summarizes and cardings color, color psychology and web design color. Secondly, it sums up the performance principle of color in e-commerce website design and concludes its application in the design from the perspectives of give people different psychological feelings; analysis and summary are made combining with the outstanding site instances. The representative websites in various fields are selected to analyze the color schemes with industry characteristics. The last part forecasts the future development trend of e-commerce web color design and analyzes the problems existing in homepage color at this stage, hoping for a better and longer development of e-commerce website color design.This paper explores the cultural connotation of the times and summarizes the color matching methods in e-commerce website interface through the study of colors in e-commerce sites. Color application in e-commerce site is analyzed and summarized from multiple perspectives, and used in the practical e-commerce website interface design. This is a meaningful attempt for color design in e-commerce website interface.