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reference | _The aesthetic and emotional preferences of the elderly and the design factors for e-business web sites |
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text (english) | To analyze objective design factors contributing to positive aesthetic evaluation of e-business web sites, several color-related factors (Papachristos et al., 2005) were selected: primary color brightness, secondary color brightness and primary and secondary colors’ hues difference (Table 7). The difference in the colors’ hues was found to be a significant factor (at ?=.05) for all groups of subjects. The primary color brightness did not have observed significant effect for elder participants, but was significant (at ?=.052) for non-elder subjects. The secondary color brightness did not have observed significant effect on any group of participants. The interaction between primary and secondary colors’ brightnesses was significant (at ?=.07) for three out of four subjects groups, including elder participants. The observed importance of primary color brighness and, especially, difference in hues for emotional responses to web sites partially confirm the findings by Papachristos et al. (2005). However, secondary color brightness was not found to be significant in aesthetic impressions for e-business web sites. The importance of the colors’ hues’ difference factor should be especially noted, and the fact that the difference of 1~2 led to higher aesthetic evaluations for all user groups (Figure 6). The designers can use this finding and the color map (Figure 2) when picking primary and secondary color combinations for e-business web sites. The preferences for primary and secondary color brightnesses display different patterns (Figure 4 and Figure 5). The web sites having white or black color as primary color were evaluated lower than their peers that utilize bright colors with no grayish or just some grayish, i.e. vivid to grayish, according to the map shown on Figure 2. The secondary color brightness, although not being a significant factor, also had levels, notably preferred by the participants. The web sites having white as secondary color had the highest evaluations by all user groups, while ones that had black as secondary color, were evaluated the lowest. Thus, e-business web site designers should take the above into consideration when creating web sites for both elder and non-elder visitors, who exhibit similar preference patterns here. |
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