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Is Digital Visual Isomorphism Inevitable in Successful Companies? A Comparison of the Colours Used on Global Companies’ Websites

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  • OÄŸuzhan Aytar

Abstract

The aim of this study is to determine whether there is a corporate similarity between the colours used in the website design of global companies, which are at the top of the world arena, where technology carries businesses to a different dimension. In this context, the corporate websites of the companies in the Fortune Global 500 list were examined. According to the results of the study, there is no differentiation among the colour preferences reflected in the virtual environment of the companies examined within the scope of the sample. The colour preferences used by the world’s most valuable companies in the virtual environment are similar; the colours these companies use most intensely are blue, white, grey and black. It is possible to evaluate this similarity within the scope of normative isomorphism in terms of the reflections of globalization and universal culture.

Suggested Citation

  • OÄŸuzhan Aytar, 2026. "Is Digital Visual Isomorphism Inevitable in Successful Companies? A Comparison of the Colours Used on Global Companies’ Websites," Global Business Review, International Management Institute, vol. 27(4), pages 905-920, August.
    • Handle: RePEc:sae:globus:v:27:y:2026:i:4:p:905-920
    DOI: 10.1177/09721509221126024
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