Abstract

Researchers and practitioners have explored multiple techniques for enhancing user trust in e-commerce Web sites. Though these techniques have been incorporated into the design of e-commerce Web sites, recent studies have indicated that they have largely failed to engender trust in the user. This research looks at the role of color in influencing user perceptions of trust in e-commerce Web sites. Color psychology suggests that color has an influence on our perception of the world. It conveys meaning, inspires emotion, and guides the activity of people. Certain colors such as blue are capable of inspiring feelings of trust and credibility. We contend that the dominant design color used in Web site design could influence user perceptions of trust. A pilot study has confirmed these expectations with blue as dominant design color engendering maximum trust in participants. Black as the dominant design color inspired least trust in users.

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