This section shows the names of the users who offer that coin or banknote for swap (if any). You can click on a name to go to their swap list and initiate a swap. Pick preferably the users displayed in a darker blue: they are the more active users of Numista and you will have a higher chance to get a positive response.
I don't think there's a third color unless it's the browser's way of saying you've already clicked on that link.
Edit: I just clicked on those two and the color changed from the darker blue to the purple.