As a designer it’s key to take a deeper look into the importance of color. When designing a website/logo for a client who intends to sell an item/service, think long and hard about who the targeted audience is. Certain colors work best for a certain gender, age range, generation, and most importantly – THE TYPE OF BUYER! Although there are several colors that respond to different types of buyers, we broke it down into three simple groups: Regular Shoppers, Impulse Shoppers, and Budget Shoppers.
Regular Shoppers are the types of people who often return to the same sites to do their shopping. Color comes into play here because they like soothing/comforting colors.
Impulse Shoppers like to buy things randomly, on sale, and with some sort of guarantee. These shoppers do not typically think long and hard before a purchase.
Budget Shoppers also like a sale/deal, cost cuts, coupons, etc.

Here are some examples of retailers who have incorporated colors to entice buyers.

Amazon:

Orange and Black – creates urgency for IMPULSE SHOPPERS.

Ebay

Red, Navy Blue, Yellow, and Green – this logo incorporates IMPULSE/BUDGET/REGULAR SHOPPERS.

PayPal

Navy/Royal Blue mixture – touches base with both BUDGET and IMPULSE SHOPPERS.

OverStock

Red – BUDGET SHOPPERS.

Shop.com

Orange and Teal – BUDGET and IMPULSE SHOPPERS.