Rim Ben Amara and Neji Bouslama
This paper examines the effects of a commercial web site’s colour on the psychological state of young Tunisians. Theory-wise, a survey of the evolution of the concept of atmosphere from its role in a traditional point of sale to its role in a merchant web site helped to highlight the importance of colour as a key factor in designing websites. Colour was found to influence the psychological reactions of online merchants. Empirically, we conducted a quantitative survey to examine the relationship between psychological state, specifically the state of flow, and the most attractive colour for the young who may be influenced by external factors, namely learning and trust toward the web site. This study partially confirms our hypotheses and highlights the dependency relationship between colour and condition of flow of Internet users.