The web Designer's guide to color research

ABSTRACT Color plays an integral role in the success or failure of a Web site. Unfortunately, many Web designers misuse this vital element by making color design decisions based solely on personal opinions, rather than on scientific evidence. This evidence shows that color affects the viewers' experiences of the Web site in terms of how the viewers learn information, how they perceive the site's readability and download speed, and how satisfied they are with the Web site overall. This article (1) discusses the basic elements of color: hue, saturation, and luminance, (2) investigates the physiological, psychological, and cultural research on color perception, and (3) provides recommendations for Web designers based on this research.