At eBay, they learned the hard way that their users don’t like dramatic change. One day, the folks at eBay decided they no longer liked the bright yellow background on many of their pages, so they just changed it to a white background. Instantly, they started receiving emails from customers, bemoaning the change. So many people complained, that they felt forced to change it back.
Not content with the initial defeat, the team tried a different strategy. Over the period of several months, they modified the background color one shade of yellow at a time, until, finally, all the yellow was gone, leaving only white. Predictably, hardly a single user noticed this time. [Dane Carlson]