ABSTRACT
In the competitive digital marketplace, colour is more than aesthetic it is a psychological driver of consumer perception and behaviour. This study investigates how brand and website colours influence consumer trust, emotional engagement, and purchase intent, using a conceptual model grounded in colour psychology and consumer behaviour theories. A mixed-methods approach was adopted, integrating focus group insights with quantitative data from 100 Indian digital consumers. Regression analyses revealed that brand colour significantly influences trust and perception (R² = 0.579, p < 0.05), while website colour positively impacts engagement and intent (R² = 0.427, p < 0.05). The study also introduces colour congruence as a moderating factor that enhances brand coherence and psychological comfort. These findings offer novel contributions to colour psychology in digital branding, guiding UI/UX professionals, marketers, and branding strategists in designing visually resonant consumer experiences. Practical implications include tailoring colour strategies to target audience preferences and fostering trust through digital aesthetics.
