E-shop page has two parts:
You can find in page also: header (top of page); menu bar; page background; footer (bottom of page).
All of these elements color are changed during the design tool. You can display picture, image, or a solid color. If the color is placed on the outside, but the inner part leave empty - the same color will be in inner part.
Module has these parts: title; content. You can change the title, background and text color.