E-Commerce

124E-CommerceNewsvine Green. Starting from this chart, we reduced the brightness level of the two colors soas to obtain the second experimental design (Table 2). For experimental designs 3 and 4 wekept the same colors but switched dynamic and dominant colors. Experimental designs 5, 6,7 and 8 are based on black and white (achromatic colors), the ones most frequently used one-commerce websites, with different brightness and saturation levels, like those chosen forthe experimental designs relying on green and yellow hues.GraphicchartsPlanBackground(Dominant)Foreground(Dynamic)Name H B S Name H B SPlansexplanationsChart 1 – chromatic colors- Green and Yellow123MagnoliaYellowMagnoliaYellowNewsvineGreen60 100 2060 100 20120 40 100NewsvineGreenGrannyAppleGreenMagnoliaYellow120 40 10090 80 10060 100 20(Hill andScharff, 1997)showed that thesharp contrastsof his chartoffered usersthe fastestreading speedpossible.Same chart as inthe Plan 1 withincreaseddynamic colorbrightness (from40 to 80).Same colors asin Plan 1.Dynamic anddominant colorswere switched.