Färger och förtroende i e-handel

Translated title of the thesis: Colour and trust in e-commerce
  • Starfighter Johansson

Student thesis: Bachelor


The colours of a web page have the potential to directly affect the user's perception of said page, its credibility and the sense of trust. Users' perceptions of colour vary greatly depending on the context and also over time. The purpose of this thesis is to investigate in what way and why certain colour hues affect the trust of visitors of websites with focus on e-commerce and specifically around music, and in this way contribute to a future colour repertoire for webdesigners.This was investigated with the help of four colour-varied fictional websites, a smaller rating system and semi-structured qualitative interviews with six people between the ages of 30 and 45 living in Sweden. It turned out that a green colour could convey the desired feeling on a website intended for music sales and the participants described it as a good compromise between business acumen and enthusiasm. This underlines the importance of having a colour repertoire as a designer where colours are selected not only according to what looks good together but also is adapted to both context and target group. 

Date of Award2021-Jun-18
Original languageSwedish
SupervisorMontathar Faraon (Supervisor) & Martin Wetterstrand (Examiner)

Educational program

  • Digital design

Courses and Subjects

  • Informatics

University credits

  • 15 HE credits

Swedish Standard Keywords

  • Business Administration (50202)
  • Information Systems, Social aspects (50804)
  • Human Computer Interaction (10204)


  • colour
  • trust
  • e-commerce
  • credibility
  • visual design
  • user experience

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