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

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".