The Influence of E-Commerce Website Colors on Usability

Abstract

This chapter aims to study the effects of the colors of e-commerce websites on consumer behavior, in order to better understand website usability. Since color components (Hue, Brightness and Saturation) affect behavioral responses of the consumer (memorization and buying intention), this research reveals the importance of the interaction between hue and brightness, in enhancing the contrast necessary to ensure an easy navigation. By comparing graphic chart effects according to their level of saturation and brightness depending on the hue, it aims at focusing on particularly important consideration of webdesign, linked to choices of color. The obtained results were conveyed through the changes in internal states of the organism, which are emotions and mood. The interaction of hue and brightness, using chromatic colors (as opposed to Black & White) for the dominant (background) and dynamic (foreground) ones, supports memorization and the intent to purchase, reinforcing the importance to attach to usable websites. This is even more evident when contrast rests on a weak situation of brightness. The data collection was carried out during a laboratory experiment so as to ensure the accuracy of measurements regarding the color aspects of e-commerce websites.