Study on the Effect of Web Color Scheme on User Behavior

Abstract

Internet users spend most of their time reading and using web pages. Because of the reason there is a high demand for the user browsing experience to be pleasant. Experiments show that when people look at objects, the first impression that causes visual response is the color of the object. Therefore, it is of great significance to explore how web color schemes affect user behavior. This paper presents a framework that can automatically recolor the web pages based on reference palettes. Moreover, it analyzes and explores the effect of web color schemes on user behavior through a series of user studies. The preliminary experimental results show that the color scheme has a statistically significant effect on user preferences. The other factors include gender and hearing capability.