what bg color is best

trust, serious, ...

[ulstrup]

Is white background the best bg color for consumer e-business sites?

Ebay and Amazon use white bg.

[Ryan8720]

It depends on what the rest of the colors used ont he site are. Just come up with 3 or 4 colors that look good together and go with them.

Just think about your target audience and don't choose a color that would be obnoxious to them.

[killroy]

Slightly off-white might be good too, and easier on the eyes, and more distinctive.

SN

[ulstrup]

I know about color research sources like: "Red=Action", "Yellow=Danger", "White=Purity", etc. (culture sensitive)

My main concern is the color of TRUST.

The AD will pick the right colors for both products and audience, based on the bg color of the site (in part).

[korkus2000]

Trust would have to be blue or gold for me. I work in the financial industry and those are the two man colors used by marketing in my field. I would say white is a standard like print media. If you had reverse text, I don't think it would come off as professional as a white background.