What about making the item background colour based on the bonus the item gives?
As example:
-items that mainly give strenght have a red background
-items that mainly give intelligence have a blue background
-items that mainly give agi have a green background.
-armor gets colour xy
-attackspeed get colour xy
-magic resistance gets a colour
-raw extra dmg gets a colour
etc.

this will help new players to buy the right things. so if you tell them: "get some hp" you can also tell them: "get some red items" which is more intuitive.