web design chromatic scales on our eyes

8/12/2019 Web Design Chromatic Scales on Our Eyes

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12-13/02/2013 Digital Enterprise Design & Management(DED&M) 2013

Les Jardins de LInnovation dOrange -Paris, France

Jean-Eric PeletIDRAC International School of ManagementUniversity of Nantes

Christopher M. ConwayISEG School of Management (LEM-CNRS)

Panagiota PapadopoulouUniversity of Athens

Moez LimayemCollege of Business, University of South Florida

Chromatic Scales on our

Eyes:How User Trust in aWebsite Can Be Altered

By Color Via Emotion


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Introduction Designing interfaces : strategic for companies

regarding their e-commerce websites ROI Unanswered questions : why will consumers

trust a particular e-commerce website? Need for interfaces that promote

engagement , pleasure , and delight ratherthan just functionality or ease-of-use (Marcus2002; Wright et al., 2001)


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Theoretical Background This paper examines color by focusing on itshue ,

brightness and saturation Color contains three principal components (Trouv,

1999): The hue (or chromatic tonality), which is the attribute of

the visual sense defined according to the colorsdenominations such as blue , green , red ;

The saturation , which provides the proportion ofchromatically pure color contained into the total sense;

The brightness , which corresponds to the componentaccording to which a surface illuminated by a sourceseems to emit more or less light .


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Color Color has mainly been addressed in terms of

warm and cold hues (Coursaris et al. , 2008;Papachristos et al. , 2005)

Most of the studies linking color and e-commerce take into account balance orbrightness as variables of colors (Brady andPhillips, 2003) orcombinations of colors(Humar et al. , 2008)


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Interface Interface represents a graphic chart Graphic chart includes two colors, the

foreground color and the background color Colors create the contrast , which corresponds

to the opposition between the foregroundand the background colors (W3C, 2008)

Contrast facilitates the readability of thedisplayed information, and a fortiori thememorization process


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Emotion & Trust There is a need to investigate how emotions

and trust are affected by color Color has been shown to be important for the

readability and memorization of information,information seeking and navigation within aweb vendor site (Pelet, 2008, 2010)

These are intertwined with antecedents oftrust , which are associated with acceptancean e-commerce website


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Hypotheses H1A: An increase incontrast increases arousal H1B: An increase inforeground brightness increases arousal H1C: An increase inforeground saturation increases arousal H1D: An increase inbackground brightness decreases arousal H1E: An increase inbackground saturation decreases arousal H2A: An increase inpleasure increases trust H2B: An increase inarousal increases trust H2C: An increase indominance decreases trust


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Hypotheses


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Confirmatory study Based on a survey using a website for the

experiment E-commerce website selling CDs Variation of:

2 hues x 2 brightness level x 2 saturation levels

Aquestionnaire to measure emotionalreactions and trust was used


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Laboratory Laboratory experiments are necessary to

allow for controlling and neutralizing thethree major elements: Hue, Brightness, Saturation

Screens,

Ambient light,

Participants color perception (Fernandez-Maloigne, 2004; Peletand Papadopoulou, 2012).

Sample of the Ishihara test

The luxmeter enables the brightness of the room to be

set at 1000 lux

The screen adjustment (calibration) of screens is possible with a probe


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Website stimuli Foreground and background colors were

controlled in order to provide the desiredstimuli:Initial

Background& Foreground

colors

Factorial plans :

Hill and Scharff (1997) showed that the sharpcontrasts of this scheme offered users the fastestreading speed possible among chromatic colors


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Scenario 1/2 190 Participants could visit 57 available CDs in

19 categories (3 CDs/category) Each CD shows:

1. CD cover,2. Album title,3. Artist name.

20 words,next to theCD cover.

7 Information items:1. music category,2. online store price,3. music company price,4. sale percentage,5. delivery time,6. state (new or used)7. delivery charge.


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Scenario 2/2 Each participant visited the website with

colors which were randomly selected amongthe 16 graphic charts prepared for the

experiment They had to look into the details of a

minimum of two CDs of their choice

They could not conduct real purchases After viewing at least two CDs, alink appearedto complete a questionnaire


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12-13/02/2013 Digital Enterprise Design & Management(DED&M) 2013Les Jardins de LInnovation dOrange -

Paris, France

Q uestionnaire Trust measures were based on the Pavlou and

Gefen (2004) and McKnightet al. (2002) scales Emotions were measured with the Mehrabian

and Russell Pleasure, Arousal, and Dominance(PAD) scale (1974)

Then, each participant was asked to go toanother room to take an Ishihara test (Lanthony, 2005)


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Results 1/5 Incomplete (52) or filled bycolor blind (16)

respondents questionnaires results werediscarded

After cleaning, 138 data points remained Each color scheme has been visited by about

12 respondents

SmartPLS was used as the first-order model Average variance extracted (AVE) ranged from

0.46 (integrity) to 0.77 (competence).


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Results 2/5 Convergent and discriminant validityVariable AVE Composite

Reliability Correlations (diagonal is sqrt (AVE))

Pleasure Arousal Dominance Trust

Pleasure 0.991 0.998 0.995

Arousal 0.470 0.830 0.332 0.686

Dominance 0.767 0.950 -0.407 -0.051 0.876

Trust Not applicable 0.603 0.367 -0.387 NotApplicable


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Results 3/5

(*p


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Results 4/5 Contrast, foreground saturation, and foreground

brightness have a significant positive relationshipwith arousal

Higher values of these variables lead to higherarousal , supporting H1A, H1B and H1C Higher values ofbackground saturation reduce

arousal supporting H1E There is no significant relationship between

background brightness and arousal , thus H1D isnot supported


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Results 5/5 Increases in pleasure or arousal result in an

increase in trust , confirming H2A and H2B A person who feels more pleased or aroused

when navigating a website is more willing to trust it An increase in dominance results in a decrease of

trust, confirming H2C An increase in dominance means that the person

feels more in control of the relationship betweenthemselves and the website


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Discussion With less need to trust , the person will not

expend cognitive effort in determining trust,leading to a lower overall level of trust

Traditional e-commerce websites use a similar,almost sterile , design solution , with mutedcolors and standard placement of navigationalaids

This approach may not be optimal Rather than not upsetting users, web designers

and organizations might be more successful ifthey aim for inspiring users


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12-13/02/2013 Digital Enterprise Design & Management(DED&M) 2013 Les Jardins de LInnovation dOrange -Paris, France

Limits Using more saturated and brighter

foreground colors can motivate consumers tofeel excited or energized

Occurring color combinations with bright ,saturated foreground colors that arereminiscent of natural environments lead theconsumer to more positive reactions to thesite


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12-13/02/2013 Digital Enterprise Design & Management(DED&M) 2013 Les Jardins de LInnovation dOrange -Paris, France

Future research Arousal is an important component which can lead to in

increase in trust: understanding better how to increasearousal

While Trust is well known to improve the success of an e-commerce website, it may act as a mediator between color and intention to buy and memorization

Other elements than color are also critical: familiarity (the navigation bars and important cues of the

website are where I expect them to be ), clarity of interface (the controls do what I expect them to do

and do not increase my cognitive load ), transparency of information use (I have assurances that my

data privacy will be respected and my data will be used to mybenefit )


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12-13/02/2013 Digital Enterprise Design & Management(DED&M) 2013 Les Jardins de LInnovation dOrange -P i F

Thank you for your time!

web design chromatic scales on our eyes

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