Google Change the Colour of Sponsored Links

Recently I NOTICED that Google had changed the coloured box that highlights the sponsored link at the top of a search page.

I guess this is the desired affect that Google were looking for.

The old yellow has been changed for a light pink in what seems like an attempt to regain the users attention. My theory and perhaps that of Google is that people have got so used to the old yellow colour that they would automatically skip straight passed the sponsored links to the first organic result. By changing the colour the eye instantly picks up on the change and wants to see what is going on, thus getting the user interested in the link again.

To monitor the success of this test Google will no doubt be using their A/B testing software (Google Website Optimizer) to see the results.