Color is one of the easiest ways to help make your message come alive on the web. It does not increase the length of time needed for page loading like images and applets do. It imparts emotional weight to your message.
We understand more how color affects us now than back when I was born in the fifties, but even then and before, people with savyused color. People with authority tended to wear certain colors.Public buildings tended to have sober but light colors. Artistsused colors to frame and expose their images or conversely tosubdue and disguise them.
So far, the text I have been using has been black on a graybackground. Although I am not particulary learned as far as colorgoes, I suspect that since I picked sober colors, you tended tothink more respectfully than if I had chosen frivolous colors. Next, the same text has a more frivolousmanner.