How does the colour scheme affect the trust of a website?

Sammanfattning: As more and more new e-commerce sites for shoes are being created, it is important from a competitive perspective that the site is perceived as trustworthy. Theintention of this study is to conduct an investigation on how colour schemes affect trustworthiness, based on the following research question: how does the colourscheme of a web application affect how users perceive the trustworthiness of a webshop for buying and selling second-hand sneakers ? To answer this question, a webapplication in the form of a second-hand sneaker shop was developed. The development of the web application was based on theory on perceived trustworthiness,specifically colour choice and its psychological impact on a user’s experience. To testusers’ experience of the web application, user testing was carried out in two phases,the first being a quantitative comparison of different colour schemes in a survey,and the second phase was conducted as a qualitative study. After analysing theresults, the study showed that the choice of the basic colour and its shade influencesthe user’s perception of the website from a trustworthiness perspective accordingto current theory. A blue colour scheme was shown to give the user the greatestexperience of trustworthiness.