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

Author

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  • Jerzy Grobelny
  • Rafal Michalski

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.

Suggested Citation

  • Jerzy Grobelny & Rafal Michalski, 2015. "The role of background color, interletter spacing, and font size on preferences in the digital presentation of a product," WORking papers in Management Science (WORMS) WORMS/15/05, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms1505
    DOI: 10.1016/j.chb.2014.10.036
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_15_05.pdf
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    File URL: https://libkey.io/10.1016/j.chb.2014.10.036?utm_source=ideas
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    References listed on IDEAS

    as
    1. Doyle, John R. & Bottomley, Paul A., 2004. "Font appropriateness and brand choice," Journal of Business Research, Elsevier, vol. 57(8), pages 873-880, August.
    2. Nİlüfer Z. Aydinoğlu & Aradhna Krishna, 2011. "Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1095-1112.
    3. Janiszewski, Chris, 1990. "The Influence of Print Advertisement Organization on Affect toward a Brand Name," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 53-65, June.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Rafal Michalski & Jerzy Grobelny & Anna Bezdzietna, 2020. "Column versus tabular layout of paragraphs in message conveyance: visual processing study based on eye-tracking data," WORking papers in Management Science (WORMS) WORMS/20/19, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    2. Anna Kowalska-Pyzalska & Rafał Michalski & Marek Kott & Anna Skowrońska-Szmer & Joanna Kott, 2021. "Consumer preferences towards alternative fuel vehicles. Results from the conjoint analysis," WORking papers in Management Science (WORMS) WORMS/21/02, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    3. Rafal Michalski & Jerzy Grobelny, 2016. "The effects of background color, shape and dimensionality on purchase intentions in a digital product presentation," WORking papers in Management Science (WORMS) WORMS/16/15, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    4. Kowalska-Pyzalska, Anna & Michalski, Rafał & Kott, Marek & Skowrońska-Szmer, Anna & Kott, Joanna, 2022. "Consumer preferences towards alternative fuel vehicles. Results from the conjoint analysis," Renewable and Sustainable Energy Reviews, Elsevier, vol. 155(C).
    5. Jerzy Grobelny & Rafal Michalski, 2020. "Similarity assessment in the design of graphic marketing messages: the case of drain cleaner packaging," WORking papers in Management Science (WORMS) WORMS/20/20, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    6. Rafal Michalski, 2020. "The role of virtual package shapes in digital product presentation," WORking papers in Management Science (WORMS) WORMS/20/18, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.

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    More about this item

    Keywords

    Digital signage; Conjoint analysis; Brain lateralization; Color preferences; Interletter spacing; Font size;
    All these keywords.

    JEL classification:

    • D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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