It Matters: Color of Your Star Ratings

The trustworthiness of reviews and ratings is critical to a business reputation and apparently so is the color!  ReviewInc conducted a study of U.S. Consumers on which star color they trusted more. We showed consumers two of four possible images of a building, each with a rating of 4 stars. The survey question was: “Which one do you trust more?” 

star ratings color


Not surprisingly, and based on other color studies, the blue-colored stars were chosen more frequently than the other colors. But the real test came next when we changed the star rating.
So we pitted the blue four-star building against a yellow four and a half star building.

As expected, the yellow four and a half star rated building was trusted more.

  But how much more than a blue four and a half star rated building? Again, a four-and-a-half-star-rated building came out the head, but when the stars were colored blue, they were selected 73.9% of the time compared to the yellow stars selected 66.3% of the time. Wow!  So the color of stars in ratings and reviews impacts the trustworthiness of your ratings, which means there is also an effect on your reputation. 


With so many review sites using the now traditional yellow stars for ratings, we only found a handful that used other colors. Of course, Yelp uses red stars, but Houzz uses green stars, and InsiderPages uses blue stars.




How should this affect your star rating?

If your website incorporates reviews or testimonials as part of your content, you might want to consider the color of the stars. With ReviewInc’s platform, you can create automated testimonial and review feeds on your website and customize every aspect, including the color of the stars.

ReviewInc can help businesses get more legitimate reviews everywhere and enhance their reputation. For a no-obligation consultation, schedule a demo with one of our Account Executives or leave a note here and have an expert contact you.

For further reading about color preferences, we suggest this excellent article (and the source of this infographic) by Scott Design.