Does the Background Color of Retail Websites Impact the Affective and Cognitive Responses of Consumers? (An Experimental Study)

Document Type : Research Paper

Authors

1 Associate Prof., Department of Business Management, Faculty of Business and Economic, Persian Gulf University, Bushehr, Iran.

2 MSc., Department of Business Management, Faculty of Business and Economic, Persian Gulf University, Bushehr, Iran.

Abstract

Objective
The layout design and atmosphere of online retail websites are strong drivers to attract visitors. One of the important aspects of website designing is the website color because it calls forth various responses from visitors and has a big impact on their intention and buying behaviors. The main purpose of this study is to measure the effect of the background color of electronic retailers on the affective and cognitive responses of consumers.
 
Methodology
This is a piece of applied, quantitative and causal research. It was conducted online based on the post-test design including test and control groups. First, a retailing website was designed with the intended saturation, hue, and lightness of background color. Then, they were randomly visited by visitors. After visiting the website, the visitors received a questionnaire link and were asked to report their cognitive and emotional reactions. Data analysis was performed using ANOVA and the SPSS software.
 
Findings
The background color of retail websites, considering its type, saturation level, and brightness can produce different cognitive reactions and feelings in different visitors, but it does not affect their satisfaction.
 
 
Conclusion
Color is an important component to create a cognitive reaction in people. Designers of retail websites should combine color types with other dimensions such as saturation level and brightness and choose a pattern that has the most positive effect. The human eye plays an important function in receiving color stimuli. The eyes would be attracted and different emotions would be created. Colors with a high degree of saturation or inappropriate brightness can be considered annoying for the eye. A retail website should be designed in a way to evoke feelings of excitement and satisfaction in the visitors.

Keywords

References

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Journal of Business Management
Volume 14, Issue 2
2022
Pages 276-299

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