Analyzing User Color Preferences and Characteristic On Websites Using Demographic Information Pristi Sukmasetya, Agus Setiawan, Endah Ratna Arumi
Universitas Muhammadiyah Magelang
Abstract
Colour has the potential to elicit emotions or behaviors, yet there is little research in which colour treatments in website design are systematically tested. Little is known about how colour affects trust or satisfaction on the part of the viewer. Although the Internet is increasingly global, few systematic studies have been undertaken in which the impact of colour on culturally diverse viewers is investigated in website design. This study has been conducted by an attitude assessment through an online user questionnaire to collect demographic data that influence the user^s color preferences and interests. Next, statistical analysis was done through a variety of tests including T-Test, ANOVA-Test and Duncan-Test. These tests are employed to find the relationship between user^s demographic features and his/her preferred color on websites. The results of this study can be useful to personalize the websites exploiting the extracted rules of colors
