The Best Color For Your “Add To Cart” Button - Ryviu

Apr 6, 2023
Anna Pham

Color is a crucial component of design. The ideal color to choose for a call to action or webpage has captivated marketers' attention like no other query. In fact, the Add To Cart button has drawn the most attention in eCommerce.

The effects of color on the heart rate and blood pressure have been demonstrated through experiments. The biggest technological businesses in the world test various brand and design colors for many reasons, including this one. 

As a result, marketers have frequently questioned if there would be an optimum color for Add To Cart button.

Keeping Your Button In Tune

Your "Add To Cart" button should blend in with the existing color scheme on your website. There are some fundamental rules to abide by to make sure it does. With a color wheel, you might create the following schemes:

Complementary: The color wheel shows that colors are opposite one another.

Similar to: The colors on the color wheel are next to each other.

Triadic: Three colors spread out evenly across the color wheel.

Square: A color wheel with four equally spaced colors.

Including "Add To Cart" buttons into a complementary or triadic color scheme is the most popular strategy.


The greatest contrast is produced by complementary colors, which are those that are opposite one another on the color wheel. You can draw attention to it by using them for an "Add To Cart" button.

A "Call To Action" button might stand out in a visitor's mind by using contrasting colors.

Different effects are produced by triadic colors, which are evenly distributed throughout the color wheel. The colors you use can come together to form a "chord" when they are appropriately balanced. Although the tones are unique, they come together to form a harmony. Beautiful design not only enhances your brand but also makes your product more usable.

What a Blue Button Says About You

The third most frequent color for an "Add To Cart" button is blue. Nonetheless, it is by far the most well-known among B2B websites and PR firms. Six of the top ten B2B companies use blue as a major or secondary color in their branding. They pick it because it communicates trust, and that's the only explanation.

The Blues Age

During history, blue has been associated with many cultural conceptions, according to French historian Michel Pastoureau. The most popular "favorite color" in Europe and America now is blue, which the Ancient Greeks once connected with heat and thought to be unsightly. Blue was a color associated with monarchy and the Church during the Middle Ages in Europe (particularly the Virgin Mary). It is more frequently connected to internationalism and the Earth in the modern era (when seen from space).

Choosing blue when

Blue color schemes can be a helpful method to express reliability on an e-commerce website. Many studies have shown that it is linked to peaceful and natural pictures. But it could be advisable to choose a different color for your "Add To Cart" button if your website is already blue.

The Big Red Button

Although there is a well-established link between the color red and specific emotions (such as passion or fury), these connections might vary slightly depending on the cultural setting. For instance, red-colored packets are frequently connected with financial gifts in parts of China, and brides frequently wear red outfits.

What Does Red Say About You?

A 2007 survey of "Add To Cart" Buttons by Getelastic revealed that red was the most preferred color. "Add to Cart" was the copy that was used the most. This strategy is still extensively utilized, even though it appears that the eCommerce industry has grown since the poll was conducted.

A well-known A/B test, the results of which were released in 2011, highlighted the benefits of using red as a button color. The "Get Started Now!" button on the marketing automation platform Performable underwent a test in which a red button was utilized in place of the customary green button. The red button improved conversions by 21%, according to their test's solid results.

Despite being definitive, the results required additional work to interpret. Despite the red button outperforming the green one, this may not always be a sign of a general superiority. The visual impact was increased by the Performable red button's complementary color scheme with the green website.

Green Light Means “Add”

Among "Add To Cart" buttons, green occupies a special position. Due to its associations with action and progress, businesses have previously employed it.

Many big brands have adopted the color green more lately as a result of the public's interest in environmentalism and ecological issues. Green buttons are uncommon in high-end or luxury retailers, nevertheless.

Why Choose Green?

The "Add To Cart" button's primary color during the early years of eCommerce was green. Because of the overwhelming positive associations with the color green in everyday architecture (traffic lights, warning signs, and tick icons), websites needed to comfort their visitors about using online payments.

However, giant green buttons have become associated with grocery stores and low-cost eCommerce stores, leading luxury firms to drop the style.

The realm of SaaS is a major exception to this rule, where green is a standard color for all button types.

Given that blue is the most popular brand color for SaaS businesses, green SaaS buttons are frequently used. This also explains why blue is the second most frequently used color in the software sector. 

Being Consistent with Your Button

Unexpectedly, black is a common color for "Add To Cart" buttons. Black buttons are preferred by companies like Zara, Dorothy Perkins, and Boohoo because they imply elegance.​​

Black buttons are the most popular option for fashion and clothing websites because of this.

A Luxurious Call To Action

Midway through the 20th century, a link between the color black and high fashion emerged. Black was a color that many fashion designers, like Coco Chanel, Gianni Versace, and Yves Saint Lauren, preferred because of how simple and sophisticated it was.

The fact that computer backdrops are frequently white may also contribute to the popularity of the color used for buttons. Black is used to create a sharp and sophisticated contrast, especially in pages with few distracting details.

Final words,

There is no best color for Add to Cart button, as evidenced by the variety of colors selected by successful eCommerce companies. Instead, the most effective websites combine the following factors into their design:

Colors of brands: associated complement those currently present on the website.

Use contrast to make your button stand out.

Tone : The tone of your page and the offer it presents should be reflected in your buttons.

Industry: Don't stray too far from what your customers expect in terms of design.

In other words, context is the most crucial aspect.

A successful conversion rate optimization approach consists of several different components. You should keep defining your Value Proposition and incorporating design aspects into persuasive content to guarantee that your eCommerce conversion rate remains strong.