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Hue combinations for the web: towards a repertoire of design guidelines for combining color hues based on cultural background
Kristianstad University, Faculty of Business, Avdelningen för design.
Kristianstad University, Faculty of Business, Avdelningen för design.ORCID iD: 0000-0002-9740-2609
Kristianstad University, Faculty of Business, Avdelningen för ekonomi.
2019 (English)In: ICCTA 2019 Proceedings of the 2019 5th International Conference on Computer and Technology Applications, New York, 2019, p. 63-70Conference paper, Published paper (Refereed)
Abstract [en]

Existing research shows that users tend to assess the visual appeal of a web page within 50 ms and color is the first thing that is noticed on a screen. This directly influences the user's perception of a website, and a choice of appealing color combinations may, therefore, be crucial in successful web design. This article aims to identify, formulate, and evaluate design guidelines to support designers in the process of combining color hues for websites in the context of the Swedish and Thai cultures. A quantitative approach was used to evaluate the proposed design guidelines. The results show that culture plays a role in the evaluation of color hue combinations; Thai participants rated Thai designs significantly more highly than the Swedish participants, but the reverse was not true, and Thai designs were rated more highly than Swedish designs by all participants. The results may have implications for practitioners working in the field of web design and for the broader debate of cultural influence on color preference.

Place, publisher, year, edition, pages
New York, 2019. p. 63-70
Keywords [en]
hue combinations, colors; cultures, Thai design, Swedish design, web design, culturally appropriate color use
National Category
Human Computer Interaction
Identifiers
URN: urn:nbn:se:hkr:diva-19352DOI: 10.1145/3323933.3324059ISI: 000477983200013ISBN: 978-1-4503-7181-0 (electronic)OAI: oai:DiVA.org:hkr-19352DiVA, id: diva2:1318099
Conference
2019 5th International Conference on Computer and Technology Applications
Available from: 2019-05-26 Created: 2019-05-26 Last updated: 2019-08-19Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf