Evaluating the Impact of Personality-Color Congruence on User Perceptions of Likability, Credibility, and Behavioral Trust Toward Persuasive Systems

The characteristics of persuasive systems shape user experiences, and prior research shows that user traits influence how these system features are perceived. However, limited attention has been given to the effects of congruence between system characteristics and user personality. This study examines whether aligning interface color with personality (blue for introverts, red for extroverts) enhances system likeability, perceived credibility, behavioral trust, and intention to use. Drawing on affective congruence theory and the halo effect, a between-subjects experiment was conducted using customized persuasive websites and personality assessments. Participants experienced either congruent or incongruent personality–color pairings. Results indicate that congruence significantly increases likeability, credibility perceptions, and intention to use. These effects are attributed to emotional resonance and heuristic processing aligned with psychological preferences. However, no significant effect was found on behavioral trust, suggesting that actual trust decisions depend on additional factors. The findings advance personalization research and highlight the importance of personality-aware interface design in persuasive systems.