The Magic of Colour: How Palette Choice Affects the Initial Trust Towards News Web-Interfaces


In the realm of online user interaction with web interfaces, trust is paramount. Our research focused on the pivotal role of colour schemes within news web interfaces and their correlation with the propagation of misinformation in modern media. We explored the influence of colour schemes on users' initial trust levels, particularly focusing on monochromatic schemes, including a binary black-and-white scheme, and variations in colour saturation. Results revealed significant differences in trust ratings for various colour schemes (p <.001), with substantial effect size (η2 = 0.569). Higher trust ratings were observed for the black-and-white (mean = 3.888), green (mean = 3.724), and grey (mean = 3.625) schemes. Conversely, red (mean = 2.895), yellow (mean = 3.124), and blue (mean = 3.188) schemes yielded lower ratings. Notably, interfaces with less saturated background colours were generally associated with increased trust (p = .036). Furthermore, we examined the role of pre-existing beliefs on interface trust. Interestingly, these beliefs only significantly affected trust assessments when interfaces received high ratings (p = .001), emphasizing the cognitive aspect of overall assessments. These results underscore the significance of colour as a perceptual attribute in news interfaces and its impact on initial user trust. Moreover, the study highlights the interplay between emotional perception, influenced by colour schemes, and cognitive aspects, represented by pre-existing beliefs, in shaping users' judgments of interface trustworthiness.

Author Information
Ekaterina Kosova, National Research University Higher School of Economics, Russia

Paper Information
Conference: ACP2024
Stream: General Psychology

This paper is part of the ACP2024 Conference Proceedings (View)
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To cite this article:
Kosova E. (2024) The Magic of Colour: How Palette Choice Affects the Initial Trust Towards News Web-Interfaces ISSN: 2187-4743 – The Asian Conference on Psychology & the Behavioral Sciences 2024 Official Conference Proceedings
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Posted by James Alexander Gordon