Publish at May 20 2007 Updated October 09 2025
In the research presented here, the aim is to show that users of a website react to the overall coloration of the site they are exploring. For the purposes of the experiment, the site being explored has only one color (Orange, Blue or Gray) in addition to white. This color should have an emotional impact that transforms the way information is sought and memorized.
Psychology undergraduates and masters students who surf the Internet were randomly assigned to one of three experimental conditions relating to the overall coloring of the site, as well as to the order of the sections proposed on the site.
The indicators considered in this study - the number of items of information effectively extracted from the sites, the duration of the visit and the number of pages opened (or reopened) - seem to be suitable as indicators of attraction.
The overall color of sites has an emotional effect on web users, and is a determining factor in their judgments, behavior and performance. At the very least, we learn that it's better to avoid dullness.
Impact of website color on information retrieval and memorization (pdf) By Nathalie Bonnardel, Annie Piolat & Valérie Alpe 12th Study Day on Cognitive Processing of Complex Information Systems Université de Provence, Centre de Recherche en Psychologie du Langage, de la Connaissance et de l'Émotion
Reference: https: //www.researchgate.net/publication/242171018_Impact_de_la_couleur_d%27un_site_web_sur_la_recherche_d%27informations_et_leur_memorisation
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