The greenhouse whitefly Trialeurodes vaporariorum (Westwood) (Hemiptera: Aleyrodidae) is a pest of a wide range of vegetable and ornamental crops in greenhouses around the world. Yellow sticky traps are highly attractive to flying adults and so are frequently used to monitor the pest. Our aim was to test whether changes in trap translucency or the addition of printed black patterns could increase the catch on yellow sticky traps in greenhouses. Field trials were carried out in commercial crops of strawberry and tomato under glass over three years. Reduced trap translucency increased trap catches by a factor of 1.5 to 7.0 and the catch increased significantly for both females and males. Spectrometer measurements showed that the increased catch was consistent with an increased landing stimulus from a colour opponency mechanism i.e. the ratio of energy from 500–640 nm to the energy from 300–500 nm. Printed black patterns increased trap catches on specific types of trap, by a factor of 1.4 to 2.3, and the catch increased significantly for both females and males. The patterns increased trap catch on moderately translucent traps, but decreased trap catch on less translucent traps. The evidence points to a contrast/edge effect of pattern, but laboratory experiments are needed to clarify this. Exploitation of these translucency and pattern effects could improve the efficacy of yellow traps for monitoring and mass trapping in crops.