This study investigates the links among color, price, and patronage intention on the Internet. With regard to the effects of a store website's background colors and product prices, the interactions of background colors and price levels may influence online patronage intention via perceptions of quality, sacrifice, and value. The results reveal that online consumers' reactions to online merchandise prices vary according to website background colors. Participants who view blue or low-brightness backgrounds have high patronage intentions regardless of whether prices are high or low. Participants who view red or high-brightness backgrounds are sensitive to merchandise prices and react significantly negatively to high prices. Further mediation analyses indicate that website background colors can influence how consumers interpret price levels: Blue backgrounds make consumers use high price as a sign of high quality rather than monetary sacrifice, but red or high-brightness backgrounds make consumers use high price as a sign of high monetary sacrifice rather than product quality. •E-retailers may use appropriate website background colors to alleviate the negative price-patronage relationship.•Perceived quality, sacrifice and value mediate the influence of color and price on patronage intention.•Consumers who view blue or low-brightness backgrounds have higher patronage intentions.•Consumers who view red or high-brightness backgrounds react more negatively to high prices.•Hues and brightness are more influential when the price of the available products is high than when the price is low.•A retailer may position itself at an upscale or discount market, rather than a high quality, but low price positioning.