The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product

Jerzy Grobelny and Rafał Michalski ()

No WORMS/15/05, WORking papers in Management Science (WORMS) from Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology

Abstract: The main goal of this research was the analysis of persons' attitudes towards digital graphical information regarding various types of smartphone's virtual package designs. Sixty students from two different faculties were involved in the study. Both the faculty and gender effects were controlled. The packages were electronically presented to the subjects on the computer screen. A binary pairwise procedure within the framework of the conjoint analysis was employed to assess the examinees’ preferences. The experimental stimuli differed in the brand name location in relation to the product image (left and right hand side), background colors used (grey and pink), and the typography applied to the brand name (big and compact text versus small with the increased interletter spacing). The main results showed significant effects of brand name location and typography along with significant interactions concerned with the background package color. Generally, males preferred grey variants while females – pink. These results analyzed along with the conjoint analysis outcomes surprisingly show that the background color was the main factor influencing males’ preferences while for women it was the least important issue. The cluster analysis results demonstrated significant interpersonal discrepancies and identified three, similar in number, groups sharing common preference structures.

Keywords: Digital signage; Conjoint analysis; Brain lateralization; Color preferences; Interletter spacing; Font size (search for similar items in EconPapers)
JEL-codes: D01 D03 D40 D81 D83 D87 D91 L15 L81 L82 L86 M31 M37 (search for similar items in EconPapers)
Pages: 29 pages
Date: 2015-05-15
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Published in Grobelny J., Michalski R. (2015). The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product. Computers in Human Behavior, Elsevier, 43, 85-100. http://dx.doi.org/10.1016/j.chb.2014.10.036

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https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_15_05.pdf Final version, 2015 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:ahh:wpaper:worms1505

DOI: 10.1016/j.chb.2014.10.036

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