Kosova E.M. Coloring Trust: Insights and Research Perspectives

Color, as a unique perceptual characteristic, is gaining increasing importance in the digital age, significantly influencing our perception of virtual environments and our interactions with them. This article explores the intersection of two key areas of psychology: the psychology of trust and the psychology of color. 

The primary aim of this work is to analyze both classical and contemporary studies on the influence of color on trust levels and to identify promising directions for further research. The study focuses on identifying specific factors and mechanisms that determine the influence of color on trust, such as psychological associations, cultural differences, and usage context. The practical application of this knowledge is particularly relevant in marketing, where the choice of color palette can significantly affect brand perception and consumer decision-making.

The article provides a theoretical framework for investigating the relationship between color and trust, with a special emphasis on methodological and conceptual challenges. Additional focus is placed on new horizons associated with the growing diversity of human activity environments and the dynamic nature of emerging digital realms, such as virtual and augmented reality.

The research findings indicate that color exerts a complex and multifaceted influence on trust, which varies depending on parameters such as hue, saturation, and brightness. These color parameters interact with trust and related psychological constructs, affecting perception and behavior in various contexts. Specifically, it is noted that cooler colors tend to be associated with higher levels of trust than warmer ones, and lower saturation is also linked to greater trust. Furthermore, the limitations of existing research and established paradigms are examined in detail; in particular, the postulate regarding the highest trustworthiness of the blue hue is critiqued as methodologically unreliable.

The solutions and directions for future research proposed in the article contribute to a deeper understanding of the role of color in the context of trust. This study makes a significant contribution to the development of color psychology and provides valuable recommendations for designing interfaces that enhance trust in various fields, such as e-commerce, online banking, and social networks.

Key words: color, trust, human digital interaction, risk perception, online trust, hue, saturation, brightness, web interfaces

For citation: Kosova, E.M. (2025). Coloring Trust: Insights and Research Perspectives. New Psychological Research, No. 1, 80–133. DOI: 10.51217/npsyresearch_2025_05_01_04

Acknowledgement

This paper is an output of a research project implemented as part of the Basic Research Program at the National Research University Higher School of Economics (HSE University).