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Patel got it right when he cited the colors preferred, and disliked, by the two genders.Image from: In a survey on color and gender, 35% of women said blue was their favorite color, followed by purple (23%) and green (14%).33% of women confessed that orange was their least favorite color, followed by brown (33%) and gray (17%).Other studies have corroborated these findings, revealing a female aversion to earthy tones, and a preference for primary colors with tints. Visit nearly any e-commerce site whose target audience is female, and you’ll find these female color preferences affirmed.

Color psychology actually is a branch of the broader field of behavioral psychology.If they were to try, say, red or orange as the theme color and branding, they probably wouldn’t have the same level of conversion.Blue is, in fact, a color heavily used by many banks.Thus, while pink may suggest femininity in color psychology, this doesn’t mean that pink is appealing to all women, or even most women.Use colors other than pink — like blue, purple, and green — and you may improve the appeal of your e-commerce website to female visitors. If you’re marketing to men, these are the colors to stay away from: purple, orange, and brown. These colors — blue, green, and black — are traditionally associated with maleness.

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