The importance of colors on trust: how colors influence on service mobile applications?

Smart phones, tablets, mobile and wearable devices (e.g. glasses and watches) are bridging the gap between the physical and digital worlds, providing new opportunities for organizations to interact with customers (Adobe Digital Insights, 2016). For the first time, in 2016, consumers were expected to visit mobile sites more than desktop sites as they browse for gift ideas and places that best serve their needs (Adobe Digital Insights, 2016).
Although previous research regarded the effects of marketing in the online environment, Magrath and McCornick (2013) emphasize that there are still few studies focusing on mobile applications and consumer interactions such as different screens sizes and different forms of use and interaction. One key factor influencing consumer interaction with mobile applications is the graphic design and, more specifically, the colors used by the brand in its e-store (Magrath, McCornick, 2013).
This paper aims to fill some gaps in the service marketing literature. This research extends previous studies on the understanding of the influence of colors on consumer behavior (Labrecque, Milne, 2012; Wexner, 1954; Murray, Deabler, 1957; Bellizzi et al., 1983, Babin et al., 2003). For instance, Labrecque and Milne (2012) show the impact of saturation (i.e. amount of pigment in one color, from more grayish - low - to more vivid - high) and color value (i.e. whether the color is lighter (near white)=high value or darker (near black)=low value) on brand personality. Research revealed a strong relationship between value, saturation and color whereas saturation strongly connected with excitement and value with robustness (Labrecque, Milne, 2012). More interesting the findings show that when considering two identical condom packages besides the color, consumers evaluated the red packaging (with high saturation and low value) as "robust" and the purple packaging (with low saturation and high value) as "sophisticated".