Google is testing an alternative to its iconic blue links in search results.
Worldwide, Google serves over 1 trillion search results per year, so even a simple color change can provoke a loud response.
When reached for comment, Google was characteristically cryptic. “We’re always running many small-scale experiments with the design of the results page,” a spokesperson told The Verge. “We’re not quite sure that black is the new blue.” Of course, it’s all but certain the new link color is tracking click-through rates. We can’t be sure if the company is simply testing the color, or if the color has something to do with the type of link being displayed, the type of user seeing the link, or what that user is searching. Still, if it does expand to more than a select few people, this could be one of the more radical changes to the relatively austere Google search results page we’ve seen in years.
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Besides trying out black links, Google is also testing with diverse shades of blue as well. Business Insider’s Rob Price says that he’s been seeing a lighter blue than usual when not logged into his Chrome browser.
