An Empirical Investigation of Color Temperature and Gender Effects on Web Aesthetics
Constantinos K. Coursaris, Sarah J. Sweirenga, and Ethan Watrall
Journal of Usability Studies, Volume 3, Issue 3, May 2008, pp. 103-117
Abstract
Limited research exists on the relevance of hedonic dimensions of human-computer interaction to usability, with only a small set of this research being empirical in nature. Furthermore, previous research has obtained mixed support for gender differences regarding perceptions of attractiveness and usability in Web site design. This empirical research addresses the above gap by studying the effects of color temperature and gender on perceptions of Web site aesthetics. A 2 x 2 between-subject research design manipulates the temperature of a Web site's primary and secondary colors. Each color pair consists of adjacent hues and is categorized as either warm or cool.
Findings include significantly more favorable perceptions regarding a Web site design's aesthetics when cool color combinations (blue-light blue), as opposed to warm color combinations (red-orange), are used; direct effects of classical aesthetic dimensions (e.g., cleanliness) on expressive aesthetics items (e.g., creativity); and no effects of gender on either set of aesthetics.
Practitioner's Take Away
The following list summarizes practical take-aways that practitioners can get from this article:
- Choose a Web site’s colors wisely as they will impact visitors’ impressions of its order and creativity.
- The safest split-complementary color schemes (in terms of influencing users’ impressions of a Web site’s aesthetic appeal) are those with a cool primary color (e.g., blue) for the top or global part of the page. Similarly, a cool secondary color is safer than a warm one. It should be noted that context is an overriding factor; in certain cases warm color combinations may result in higher aesthetic appeal.
- Using cool color schemes will create favorable impressions about the Web site’s design, which in turn may translate in building credibility and trust.
- Web site designs that appear orderly are more likely to be also perceived as aesthetically pleasing and in turn more usable.
- No gender differences arose in terms of color preference in this context (i.e., hotel Web sites).
- When gauging the appeal of a Web site design, two discriminant dimensions should always be measured, i.e., classical and expressive aesthetics.
- Web site’s orderly presentation. Designers and managers should gauge users’ perceptions on the Web site’s clarity, aesthetics, pleasantness (as shown in this study), cleanliness, and symmetry (validated in past studies).
- Even if designers are interested in producing creative, fascinating Web sites, they would be wise to consider orderly presentation given its very large effect on users’ perceptions of expressive aesthetics.
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An Empirical Investigation of Color Temperature and Gender Effects on Web Aesthetics