A lot of psychology and behaviour goes into website design and functionality. We are creatures of habit and don’t like surprises. As such, websites and e-commerce websites especially, factor these into the design, layout and color schemes. Colors can invoke certain feelings or reactions. So when it comes time for a potential customer to add that item to the cart, and proceed to checkout, we want them feeling like it is the right thing to do. Once we’ve settled on a color, we have to be sure that the next steps in the process is familiar and the same hierarchy…