Research: How Website Color Affects User Trust

Contents:

• Understanding Trust in Web Interface Design
• Understanding Social Cues: Definition and Meaning
• Key Social Cues: From Most Significant to Least Significant
• The Impact of Color Palette on Trust in News Platforms
• Additional Significant Criteria
• How to Organize Work with Commercial Web Resources?

How does website design affect the level of user trust in the information posted on it? Does it affect the color scheme of the pages or the arrangement of various elements? How important is it to inspire trust in visitors? We studied the research conducted by HSE scientists and spoke with Ekaterina Kosova to share our findings with you.

Research intern at the Scientific and Educational Laboratory of Cognitive Psychology, which studies interactions Users with digital interfaces, within the framework of the Department of Psychology of the Faculty of Social Sciences of the National Research University Higher School of Economics.

Understanding Trust in Web Interface Design

From a psychological point of view, trust is a complex cognitive phenomenon that is difficult to describe unambiguously. Briefly, it is the belief that another person will act as we expect.

In the field of web interfaces, trust is typically assessed using indirect indicators. For example, one such indicator could be the frequency of clicks on the "buy" button by the user.

Trust should not be confused with reputation or liking. The key aspect that distinguishes it is the presence of vulnerability and risk. The user may face negative consequences due to the actions of the party he decides to trust or not trust.

Vulnerabilities are most easily identified in interfaces intended for commercial purposes. If a user enters their bank card details on an untrustworthy resource, they expose themselves to the risk of financial loss.

In social media and news platforms, the conditions for risk to arise are often unclear. This creates a certain social vulnerability. For example, if a person likes or shares a post believing it to be true, but their followers know it to be false, their reputation may suffer. And when it comes to financial news, there is also economic risk. If a user makes an investment decision based on data from the Panorama news agency, they may incur losses.

The Concept of Social Cues: Definition and Meaning

There are four categories of cues that can be found in the interface. These cues are elements or characteristics outside the content that can influence the user's trust level.

First of all, we are talking about design cues related to atmosphere: the choice of color palette and fonts.

Secondly, an important aspect of usability are structural cues: this concerns the arrangement of information on the page, the presence of different categories, and the organization of navigation.

The third aspect is content recommendations, or, as they are often called, content cues. This implies the presence of a unified style, as well as a harmonious combination of the text part of the news and images.

The final type is cues related to the social capabilities of the interface. These interface elements create the feeling that the user is interacting not with an impersonal system, but with a real person located behind the screen.

"Within the news interfaces, we identified 12 of the most common types of prompts that appear with the greatest frequency:"

• recommendation from the author or editor of the material;
• the function of leaving comments under news publications;
• the option to view reviews of the news;
• the option to share news on social platforms;
• links to news publication accounts on social networks;
• links to the media application for mobile devices;
• links to news pages in Yandex and Google News;
• feedback form
• Contact information is located at the bottom of the page.
• chatbot icon;
• total number of views articles;
• "The number of article reposts on social networks," Ekaterina Kosova shares the results of her research.

A group of scientists from the National Research University Higher School of Economics conducted a study in which they compared interfaces with and without social cues. The goal of this experiment was to determine which of these interface types has the greatest impact on user trust.

Experimental conditions:

The subjects were asked to rate their level of trust in the interface on a scale of one to six. To create a context for risk, participants were asked to imagine themselves as editors at a news aggregator, tasked with selecting reliable sources for publishing information.

It was noted that by posting materials from unreliable sources, users risk losing the trust of their audience, which could ultimately lead to financial losses.

Considering the hypothetical nature of the risk, the researchers also introduced an element of reality: participants were told that if they "played the game" successfully, they could earn a small sum of money.

Furthermore, the researchers asked whether the user would like to add a similar interface to their media aggregator. It turned out that social recommendations, with the exception of chatbots, not only help users increase their trust ratings but also increase their willingness to share information with their media outlets.

Key social cues: from most to least significant

Recommendations related to social networks had the greatest influence on exerted. For example, these could include links to media pages on social platforms, the name of the author or editor of the material, the number of reposts on social networks, the ability to repost, as well as links to Yandex and Google News.

"When a user encounters social elements on a page, they get the feeling that the media is in a broader context. While the interaction between the "user and the news interface" can be considered primarily one-way, since the interface has limited capabilities for feedback, social networks represent a space for multi-way communication. For example, users can use them to send messages to media outlets and receive responses. "Furthermore, if media outlets have a large following on social media, this may create an impression of their reliability and relevance in the user," notes Ekaterina.

The most unsuccessful aspects were the chatbot icon and the function of viewing comments without the ability to add them. This can be explained by the hypothesis about the importance of situational normality: users tend to trust those elements that behave in a familiar and expected way. For example, when it is possible to view comments, but not to leave them, this can cause distrust. Moreover, the use of Jivo chat is perceived as more appropriate on commercial websites than on news platforms.

The Impact of Color Palette on the Level of Trust in News Platforms

If our goal is to simply choose a color for a commercial website, then we can use A/B testing and avoid unnecessary complications. However, when it comes to scientific research, various problems and nuances arise that require a more thorough approach.

First of all, it is worth noting that the concept of color raises certain questions. Although we have some knowledge of color from a biological and physical point of view, its psychological perception remains less clear.

Color has three main characteristics. The first of these is hue, which in English is designated by the word hue. The second characteristic is saturation. And finally, the third is brightness.

"To more deeply understand how color affects different objects, we need to use three color scales and find a way to vary them. However, the question arises of how exactly to do this, since there is a virtually infinite number of possible values," notes Ekaterina Kosova.

We exist in a world abundant in color. A user's level of trust in a particular color may depend on whether they are in a cool or warm color environment.

It's also worth noting that people have cultural differences that influence their perception of color. It is often said that users prefer cool and neutral shades, but this statement is based only on studies conducted among the population of Western countries.

Read also:

What is the meaning of the color palette and what are the principles Their combinations?

"There are studies conducted in Vietnam, where scientists compared gray and orange colors. The results showed that users are more trusting of websites designed in orange. This observation contradicts the data obtained in the analysis of Western web pages, since for Western audiences, orange, red, and yellow colors are associated with mistrust," notes Ekaterina.

Color perception is not always the key aspect to consider. For example, for a commercial website, it may be more important to create an atmosphere of comfort and warmth, which implies choosing a warm orange shade instead of a cool blue.

When researchers study how colors affect people's perceptions, they usually focus on the contrast between blue and red or consider warm and cool shades in general. This approach is justified, since these colors are located at opposite ends of the color spectrum. However, researchers from the Higher School of Economics took a different approach: "In the studies conducted, blue occupies a dominant position over red, leading to the scientific concept that blue is considered the most trustworthy color. However, this generalization seems excessive. We aim to challenge this view. In the first part of our study, we considered all shades of the rainbow, excluding light blue, as it is close to blue, and also included gray, which is often found in Russian news interfaces, and black and white."

We came to the conclusion that in this context, blue is not the most trustworthy color. Black and white, green, and gray combinations performed best.

This can most likely be explained by the fact that the user feels uncomfortable perceiving an interface designed exclusively in blue. An alternative theory suggests that this particular shade of blue did not evoke positive emotions in the user.

This, in turn, highlights the problem of hue diversity—we are dealing with fairly clear values ​​(for example, a specific color specified via RGB or HEX code), while color itself is a continuous scale. At the moment, it is not entirely clear how to correctly approach this scale.

There are several reasons why the black and white scheme has become the most popular. It is the only two-color scheme in this study, and it can often be found on news portals.

Gray is the most difficult to discuss. Its neutral nature likely plays a significant role here, since it does not have a pronounced emotional coloring and connotations. This means that websites designed in gray tones don't create the impression that they need to evoke strong emotions in the user. An analysis of semantic data obtained from open-ended questions reveals that many respondents value media outlets remaining neutral and impartial. In this context, gray can effectively convey such a message. As for green, it belongs to the category of cool shades, explains Ekaterina.

Additional Significant Criteria

Subjects were divided into three categories. Participants in the first group were informed that all presented news was false, in the second group they were told that the news would be true, and the third group were given no instructions.

Research has shown that prior opinions do influence the level of trust in an interface, but this only occurs if the interface's color palette itself inspires trust.

If, for example, a user encountered a site designed in black and white, gray, or green tones, where a trustworthy color palette was used, then it can be argued that the influence of prior belief was statistically significant.

When we assured the user that all presented news was true, he gave a higher rating. In the case where we reported that all the news was false, his assessment was significantly lower.

If the user initially saw a red or yellow color palette, which in themselves do not inspire confidence, then no statistically significant effect of the prior opinion was recorded.

Ekaterina argues that the initial effect of the color palette can be even more significant than the user's previous cognitive perception.

How to organize work with commercial web resources?

When creating a commercial website, it is not always necessary to inspire trust. In some cases, it is more important for the resource to convey an atmosphere of comfort or evoke a feeling of delight in visitors.

Colors that evoke a feeling of trust are most often associated with peace, relaxation, and neutrality. Such shades are likely more suitable for financial institutions than platforms dedicated to products for mothers and their children.

It's safe to say that a website needs to have certain human characteristics.

Data obtained from studies of both news and commercial sources confirm this statement. We are talking about social networks and feedback forms. While Jivo chat demonstrates ineffectiveness in news interfaces, it, on the contrary, shows decent results in commercial ones.

From a general approach, I would pay attention to the best practices existing in the market, since the user ultimately evaluates how much the site complies with norms and standards.

If all the web resources in a given niche are designed in gray-brown-crimson tones with speckles, and you decide to create a bright red site, this will most likely cause a feeling of mistrust in users. Odd design can be perceived as a signal of the resource's unreliability.

"If we consciously decide to take a risk in order to stand out from the crowd and be misunderstood by viewers, it's worth considering the possibility of distinguishing ourselves through color scheme," suggests Ekaterina.

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Also read:

• "Interface": Key Principles for Creating User-Friendly Systems.
• Friendly Green: The Impact of Color on Company Image

  Colors play a significant role in shaping brand perception. This is especially true for green, which is often associated with nature, freshness, and harmony. Using green in logos and packaging can evoke positive emotions in consumers, creating an atmosphere of trust and calm.

  Green has the ability to attract attention, making a brand more memorable. It is often used by companies seeking to emphasize their environmental responsibility or the natural qualities of their products. In particular, companies working in the organic or sustainable development industries often choose this color to visually reflect their values.

  Furthermore, green can have a calming effect, making it particularly appealing to brands focused on health and wellness. It's important to note that color perception can vary across cultural contexts and personal experiences, so companies should carefully analyze their target audience before making a final decision on a color palette.

  Therefore, green is a powerful tool that can influence brand image, fostering positive attitudes and trust in consumers.

• Archetypes play an important role in design and marketing, and understanding them can significantly impact a brand's success. These universal symbols and images, inherent in human experience, help companies establish an emotional connection with consumers. Knowing how to apply archetypes allows you to develop strategies that resonate with your target audience.Using archetypes in marketing campaigns allows you to create recognizable and memorable images. This allows brands to stand out from the competition and build loyalty among their customers. Each archetype reflects specific values, character traits, and motivations, making them powerful tools for shaping a company's image.

  When creating designs and content, it's important to consider which archetype will best convey a message. For example, the hero archetype can inspire action and evoke a sense of strength, while the sage archetype can inspire trust through experience and knowledge. Thus, using archetypes not only helps promote products but also creates deeper and more meaningful relationships with audiences.

  To successfully implement archetypes, it's necessary to clearly understand their core characteristics and how they can be adapted to specific products and services. This knowledge allows brands not only to make a statement but also to build a lasting connection with customers based on shared values ​​and understanding.

• Gray harmonizes beautifully with a variety of shades, opening up wide possibilities for creating stylish combinations. For example, it looks great paired with white, imparting lightness and freshness, while paired with black, it creates a striking contrast, adding austerity and elegance.

  Furthermore, gray pairs well with bright colors such as red, blue, or yellow, allowing you to create dynamic and expressive images. Delicate pastel tones, such as mint or pink, when paired with gray add softness and romance, creating a cozy atmosphere.

  It's also worth noting that gray can serve as an excellent backdrop for various textures and patterns, making it a versatile choice in interior design and fashion. Pairing it with wood tones or natural materials enhances the connection with nature, making the space more harmonious.

• Design thinking is a problem-solving approach that emphasizes user needs and the creative process. This method involves the stages of understanding, defining, ideating, prototyping, and testing. It enables teams to identify real-world problems, find innovative solutions, and develop products or services that truly meet end-user expectations and needs.

  Design thinking is especially relevant in situations where complex challenges need to be addressed or where traditional methods fail to deliver the desired results. Its application can be beneficial in a wide range of areas, from developing new technologies to improving the user experience of existing products. This approach helps not only in generating new ideas, but also in effectively adapting existing solutions to changing conditions and requirements.