Colour appeal in website design within and across cultures: A multi-method evaluation

  • Authors:
  • Dianne Cyr;Milena Head;Hector Larios

  • Affiliations:
  • Faculty of Business, Simon Fraser University, 15th Floor, Central City Tower, 13450 102nd Avenue, Surrey, BC, Canada V3T 5X3;DeGroote School of Business McMaster University Hamilton, Ontario, Canada;School of Interactive Arts and Technology Simon Fraser University Surrey, BC, Canada

  • Venue:
  • International Journal of Human-Computer Studies
  • Year:
  • 2010

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Abstract

Colour has the potential to elicit emotions or behaviors, yet there is little research in which colour treatments in website design are systematically tested. Little is known about how colour affects trust or satisfaction on the part of the viewer. Although the Internet is increasingly global, few systematic studies have been undertaken in which the impact of colour on culturally diverse viewers is investigated in website design. In this research three website colour treatments are tested across three culturally distinct viewer groups for their impact on user trust, satisfaction, and e-loyalty. To gather data, a rich multi-method approach is used including eye-tracking, a survey, and interviews. Results reveal that website colour appeal is a significant determinant for website trust and satisfaction with differences noted across cultures. The findings have practical value for web marketers and interface designers concerning effective colour use in website development.