Strategic Use of Color in Business Website Design: A Systematic Literature Review

Abstract

This Systematic Literature Review aims to analyze how color usage in business website design influences user experience, visual perception, and brand identity. Following PRISMA guidelines and a PICOC framework, the review analyzed 15 studies selected from 426 initial records retrieved from Scopus, published between 2018 and 2024. Results show a strong user preference for blue and white tones, linked to trust, clarity, and professionalism. Minimalist designs were also rated as more functional and visually appealing. Additionally, color was found to directly affect user retention and purchasing intent, with significant differences based on gender and cultural context. This review highlights color as a strategic tool to enhance usability, reinforce visual identity, and improve user engagement in corporate digital environments.