The emotional response to colour theory in e-commerce

• Author(s): Ferreira, Mariana ; Cairrão, Álvaro ; Oliveira, Paula
• Date: 2026
• Origin: European Journal of Applied Business and Management
• Document Type: Journal article
• Language: English

Description

Purpose This study explores how the application of colour theory in e-commerce affects Portuguese consumers’ emotional and behavioural responses. It investigates how chromatic variation in “Buy Now” buttons influences visual attention, aesthetic perception, sense of urgency, and purchase intention.Methodology A quantitative exploratory design was adopted, using an online survey with 137 Portuguese participants. Each respondent evaluated a single version of a 'Buy Now' button displayed in one of nine colours. Data were analysed with descriptive and inferential statistics (Chi-square, Wilcoxon, Kruskal–Wallis, Mann–Whitney).Results: Warm hues such as red and orange significantly enhanced urgency and click intention, while cool hues such as blue and green promoted trust and aesthetic appeal. Gender did not produce significant differences, but Millennials showed slightly higher purchase intention and aesthetic appreciation.Research limitations: As limitations, it is worth highlighting the use of convenience sampling and the exposure of each participant to only one colour, factors that may constrain the generalisation of the results. Future research could explore experimental designs with multiple exposures, test joint contrast effects (button versus background), and incorporate eye-tracking metrics to directly assess attention patterns. Further investigation into the impact of shadows, gradients, and chromatic animations also appears to be a relevant step towards broadening understanding of CTA optimisation in e-commerce.Originality: This research validates the emotional and behavioural impact of colour psychology in Portuguese e-commerce, offering empirical insights into CTA optimisation. It bridges theory and practice by translating classical colour psychology principles into actionable digital marketing strategies.Keywords: Color theory; Consumer behavior; E-commerce; Digital marketing; Visual perception; Call-to-Action.DOI: https://doi.org/10.58869/SPM/03