Kamil Mojeździk, Davide Betlej

THE  PSYCHOLOGY OF COLOURS IN THE E-COMMERCE BUSINESS

The problem of colour psychology and its application in the e-commerce business and related advertising is highlighted. The ways to properly select and use colours in a sample business are shown. The structure, meaning and symbolism of colours are presented as well as the differences between correct and incorrect advertising. The study on colour preferences and an analysis of the use of colours on the Amazon website was also discussed. The basic principles of the colour hierarchy in advertising are explained in detail. Moreover, the work presents contemporary design methods and the principle of operation of tools used in the design of websites, multimedia systems and advertisements.