How Background Colors & Product Display Practices Impact E-Commerce Conversions

The science behind product imagery that drives more sales.

Ever wondered why so many e-commerce photos feature products on white backgrounds? It’s not just an aesthetic choice—it’s backed by psychology and marketing science. But does that mean white is always the best option?

For handmade sellers and fashion brands alike, your product imagery can make or break conversions. Background color, product presentation, and how you display your items all play a crucial role in how customers perceive quality, size, and desirability.

In this blog, we’ll explore how different background colors impact conversions, the importance of showing products on models, and the best practices for displaying your creations.

Why White Backgrounds Dominate E-Commerce

White backgrounds are the industry standard for good reason. Research shows that white creates a pop-out effect, drawing attention directly to the product by eliminating distractions. This helps shoppers focus on the details and perceive the product as more professional.

Key Insight: White is also versatile. It pairs well with almost every product and prevents color distortions that might mislead customers.

However, white isn’t the only choice. Depending on your brand and audience, other background colors might perform better, especially when used strategically.

Source: Research on Visual Attention and Product Perception

Using Contrast and Color to Enhance Visual Appeal

Different colors evoke different emotions and behaviors:

• Warm Colors (e.g., red, orange): These grab attention and are ideal for creating urgency or excitement.

• Cool, Neutral Tones (e.g., blue, green): These maintain focus on the product itself, helping customers feel calm and confident.

  
  

Contrast is crucial. A background that contrasts with your product can make it pop, but a poor match—like dark grey for black or navy items—can dull the image’s impact. For colorful items like mauve or yellow, dark grey might create the perfect pop.

Fun Fact: Products in highly saturated colors appear larger to viewers, which can influence their perceived value.

Source: The Role of Color in Marketing

When to Ditch White for a Custom Background

A brand’s color palette can create a stronger emotional connection with its audience. For example:

• Luxury Brands: Dark, rich backgrounds like black or charcoal can convey exclusivity and premium quality.

• Handmade or Artistic Brands: Earthy tones or textured backdrops (e.g., wood, linen) can highlight craftsmanship and authenticity.

Pro Tip: Choose a background color that enhances your brand’s personality without overshadowing the product.

Source: Psychological Impact of Brand Colors

The Power of Showing Products on Models

Images of models wearing or using products can significantly impact customer perception, especially in the fashion industry:

• For Women’s Fashion: Contextual backgrounds (e.g., a model in hiking shoes on a trail) are more effective than plain ones, as they make the product feel relatable and functional.

• For Men’s Fashion: A clean, neutral background often performs better.

Additionally, the model’s pose matters:

• For pleasurable items (e.g., a summer dress), the model should look away from the viewer to evoke an aspirational mood.

• For functional items (e.g., a winter coat), the model should make eye contact, which communicates reliability and practicality.

Source: Consumer Behavior and Visual Marketing Research

How to Display Products Without Models

If you’re showcasing products alone, here are some science-backed tips to increase their appeal:

1. Group Products Strategically

   • Bundle items together (e.g., sets of socks) but leave plenty of white space around them for clarity.

   • Avoid grouping premium items—display them individually with ample blank space to convey exclusivity.

2. Add Interaction

   • Show a hand touching or holding the product. This makes the item feel more tangible and boosts positive attitudes toward it.

3. Use Light Reflection

   • Shine a soft light on items like leather shoes or metallic jewelry to create a sense of luxury and high quality.

Source: Journal of Consumer Psychology

Summary: Key Takeaways for Handmade Sellers

Your product imagery is one of the most powerful tools for driving conversions. Here’s how to make the most of it:

1. Leverage White Backgrounds: Use them for versatility and a professional look but experiment with custom backgrounds that align with your brand.

2. Focus on Contrast: Choose colors that make your product stand out without overwhelming it.

3. Show Products in Context: Use models and lifestyle settings to help customers visualize the product in use.

4. Keep It Simple for Premium Items: Blank space and minimal distractions convey exclusivity.

5. Use Light and Interaction: Adding subtle details like light reflections or a hand model can enhance perceived value.

By applying these practices, you can create stunning visuals that not only attract attention but also build trust and drive sales.