THE EFFECT OF WEB PAGE TEXT-BACKGROUND COLOR COMBINATIONS ON RETENTION AND PERCEIVED READABILITY, AESTHETICS AND BEHAVIORAL INTENTION

The results indicate that the relationship between font/background color combinations and outcomes is complex and often inconsistent with web guidelines posed by “web gurus”.

Abstract

The purpose of this experiment was to examine the effect of different web page text/background color combinations on users’ retention and subjective perception. One-hundred and thirty-six participants were randomly assigned to one of four groups: black text on a white background (BW), white on black (WB), light blue on dark blue (B), or teal on black (TB). They then studied two Web pages, with a color combination consistent with their group assignment. One page contained information on the Neuron and the other consisted of information on a fictitious TV/DVD player. After studying each page they completed a quiz and survey. Analysis of the data indicated: a) Retention scores did not differ as a function of text/background color combinations; b) BW and B pages received the highest ratings for readability, and TB the lowest; c) B pages received the highest ratings for the aesthetic qualities; d) BW pages were perceived as most “professional”; e) Subjective readability ratings significantly predicted retention; and f) Users view “professionalism” as more strongly related to readability than aesthetics. Taken together, these results indicate that the relationship between font/background color combinations and outcomes is complex and often inconsistent with web guidelines posed by “web gurus”.