Color is shown to be a significant determinant for both website trust and satisfaction. Color has the potential to communicate meaning to the user and influence the visitors’ perception through priming effect.
Our associations for colors were learned similarly to any other concepts in our life. Our reactions towards colors stem from the conditioned links between a certain color and what this color represents. Colors evoke a variety of associations without prior conditioning – we can use the associations that already exist in our mind. Thus, if pink is automatically linked to pretty little girls, this well established connection can be used to communicate a brand’s desired image in the consumer’s mind (Madden et al., 2000). For example, if a new website for girls wear uses pink, it actually takes advantage of everything that this color stands for.
Color alone can’t explain the variance in the visitors’ behavior. In this research based on a real customer site analysis, a deeper look on the heatmaps of the page revealed that the true reason for the difference in conversion was due to the buyer persona rather than the color.