When designing your Shopify website and marketing materials, choosing colors is very important. Different colors evoke different emotions in people, so you have to figure out which color is right for your niche or target audience.
You can try shopify color swatches app via https://vishion.co/color-swatches-app/ to check different color options for your online store.
Why is that so important? Because your website and all your marketing materials are not for YOU or any color you like, but for what your visitors or customers like. The purpose of your website and marketing materials is to create and instill in your visitors a certain feeling that has nothing to do with you. This often seems difficult for entrepreneurs to understand, but is very important to business success.
For example, if your target audience is all male, you can use darker colors and high-contrast colors. Women tend to prefer softer colors, but again, it depends on what your website is about and what you are trying to make visitors feel and do.
Different colors can make people feel: relaxation, happiness, excitement, energy, calm, gentle, angry, screaming feeling, statement, authoritative, professional, reliable, and many more.
Since most websites have more than one color, they need to be of the same tone and matched to look good.