I recently changed the background and text color of my website and it seems to be generating more sales. I went from black text against white to white text against black and a slight change in borders. There were several sites I really liked and I realized their colors schemes were the pull. Anyone have any personal good/bad experiences with color changes?
Latenight, black text against white can be hard to read and your site may have become more legible, so people stay longer. I've changed the background of one site from a soft yellow through to cream and later white, and seen a gradual increase in visitors and pageviews per visitor. Hard to say how much the colour scheme influences this, because there are so many other factors involved.
Colour is very important in converting visitors to sales. However, just what colour to use will varry form site to site and product to product. It also varries with culture. A colour that works in the US may not work the same in Oz or the UK. So your choice of colour will be quite unique to your site.
It should be quite easy to test your site colours. Make up several sites based on different colour and tones but on the same overall design. Then share some traffic over each style and track which gets the most sales.