Abstract:

As part of the study of the effects of the color of a site on the psychological state of the Tunisian youth, an approach was followed: From a theoretical point of view, a presentation of the evolution of the concept of the atmosphere of a traditional point of sale to a merchant a permit to develop the importance of color as a key factor in web site design may influence the psychological reactions of the online merchant. From empirical point of view, a quantitative survey was launched to determine the relationship between psychological state, specifically the state of flow and the color most attractive to youth who may be influenced by external factors, namely learning and confidence vis-à-vis the site. This study has confirmed the assumptions part of it, and to emphasize the dependency relationship between color and the condition of flow of the Internet.