Internet Retailer: Whitewashing the Internet: Color Does Make A Difference, E-Retailers Learn

Two companies have come to like white in web design. Bluefly Inc. changed the background color of their site, which led visitors to perceive a faster loading time - even though the time remained unchanged. Fireclick Inc. told attendees of eTail 2004 that one of its customers saw increased sales with the use of white. Fireclick urged etailers to test colors to determine which areas produce the best sales with which colors.