I like a lot of your comments, particularly about user testing and being careful to avoid testing really radical stuff and expecting people to understand it (see Jobs, Steve). But your comment about color ignores decades of research about the human brain’s response to color. Have young brains exposed to the web since, say 2005, adapted so that these studies are irrelevant? Have their brains neuroplastically shifted to less a color-sensitive online world with the ‘normal’ biases or weightings? Possibly … but probably not. If you’re curious and I can post some links to basic psychometric research. Some of human color emotional bias is probably hard-wired and likely not to be evolving within our timescales. Some of it could be cultural based and therefore more dynamically fluid. If you meant the comment as a provocation … and you actually understand that it’s deeper than it appears … then you have succeeded. It worth challenging ‘truths’ that are merely handy temporally limited touchstones that help guide our way until a new ‘truth’ emerges.