Dose a Website’s Color Affect Customers’ Buying Behavior?

While discussing the color set for China Highlights' new website I came across a question. Does a  website's color affect customers' buying behavior?

It might be an interesting question. At present there are not any believable evidences to confirm this assumption. But we can easily see that there are many famous retail websites use the similar colors with the products that they sell in their websites. For example if a website sells chocolates they might use a brown color (http://www.dovechocolate.com/ ).

If this assumption is true we should use more blue/ green/ yellow for travel websites as they are similar with sea/ mountains/ beaches. As for a China travel website it might be more acceptable and wiser to add dark red (Chinese Red) besides the color used for common travel websites.

(by David Deng)