: Reasoning behind black and white color scheme of perfume sites In preparation for an upcoming project, I've been looking over a lot of different sites for high end perfumes and/or high fashion.

@Shelley591

It's part of the fashion industry. The fashion industry, as a whole, has always tended to stick with the tried-and-true black and white high-contrast aesthetic in their branding.

Perhaps it's just tradition--maybe stemming from black tie formality--or perhaps it's just a nice backdrop for the fashions themselves.

Regardless, it's simply a long-standing trend for this industry. And due to that, the stark black and white pallet now tends to give off a 'luxury' vibe even when used outside the fashion industry.

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@Sims5801359

Its partly what John and Lauren Ipsum said but its also because black matches everything and is timeless.

Black never goes out of style

In art and architecture schools they often teach students to wear black, gray or very muted colors in presentation for similar reason - it doesn't distract from the project. Steve Jobs can be a prime example of this. When your product is supposed to be the star, especially with something like makeup (which many if not all of these examples also sell) to match a color scheme. Even Pantone's website is predominately white and black/grays with very little to no color outside of the products and a few hints at the color of the year. If I have a green logo and orange background and then am trying to sell 15 different shades of orange makeup there's a real challenge there... luckily though black matches everything and never goes out of style.

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@Smith574

It is because black and white color schemes promote the feeling of elegance, luxury and sophistication. Same reason luxury cars like BMW and Mercedes use those color schemes.

Here is an infographic that covers some of the moods each color associates with.

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@Speyer780

I can't tell you about scientific reasoning, but as someone who spends a lot of time browsing perfume sites, my guess is that it's to emphasize the bottle and perfume.

The design of the bottle is as much a selling factor as what the perfume smells like. You may have differences among lines, but generally, a brand has a look, and a family, so that you know what you're picking up before you even smell it. (Perfume makers also have reputations and brands, so if you like one scent by Olivia Giacobetti you may like others, but that's not a design issue.)

Examples of brand lines:

L'Artisan

The Different Company

Boadicea the Victorious

The color of the bottle, the label, the liquid itself are all part of the selling experience. Marketing copy emphasizes how the thick solid bottles of TDC feel good in your hand and are refillable, while Comme des Garçons has smaller, daintier bottles because their product costs a third of the price of TDC's.

A minimalist monochrome website design emphasizes the product. I'm thinking that several companies figured this out independently, and the rest followed suit because it worked.

(I note with amusement that Lucky Scent, the website for all those links, does not have a monochrome scheme.)

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