Paul Rey, user experience manager for Bing, said his team intensively researched what kind of blue to use for search results. They sent various users flights of blue shades, including different hues and different saturations.
The blue color used for links in Bing’s predecessor, Live Search, was more pale. “Live Search was a faint blue that was like, ‘Hey … here are your results,’ ” Rey said. “It lacked confidence.”
Based on user feedback, the team estimated the best blue color could generate $80 million to $90 million in ad sales.