Does colour influence the user’s trust and credibility over the web?

Abstract

This study analyses the psychological effects on a user’s trust and credibility while browsing the Internet. Colours are constantly present and this fact is mostly taken for granted, without ever considering the psychological implications they have on us. With the increasing degree of online commerce, virtual brand image has become more important, as consumers are using traditional brick and mortar outlets less. Participants from the University of Malta were randomly assigned to view either a blue or a green version of an insurance company website, only varying in colour. Each participant was emailed a cover letter together with a questionnaire and the respective website to observe. Only primary data was collected and manipulated through various statistical tests using SPSS v.21. The Independent samples T-test, the Friedman’s test and the one-way ANOVA test through common factor sampling were used, together with other simple graphical displays for straightforward understanding. It was found that the results matched most of the theories in the literature review, including that most people associate green with an environmentally friendly concept, and blue relating more to an insurance website since it gives that secure and serene impression. All 3 hypotheses resulted as inconclusive, since blue and green did not provide results differing enough to clearly come to a conclusion. Hence they did not produce a significant differing influence on trust and credibility. This does not mean that colour does not have an effect, if a more striking, non-conventional colour was used, results would have been different.