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The effects of Figure–Ground contrast in App icons on consumer responses: The mediating role of perceived safety

Author

Listed:
  • Sun, Xiaohui
  • Liang, Zhiqi
  • Zhang, Ning
  • Yu, Liqin

Abstract

As mobile apps proliferate, app icon design has become central to shaping consumer perceptions and choices. While prior research has emphasized isolated color attributes such as hue, saturation, and luminance, limited attention has been given to figure–ground color contrast. Drawing on Gestalt theory, this study reports four experiments examining how background color (non-white vs. white) influences consumer responses. Results show that non-white backgrounds enhance perceived safety, which in turn improves brand attitudes and download intentions. Importantly, these effects are contingent on consumer characteristics and app contexts: they emerge among holistic thinkers and utilitarian apps, but not among analytical thinkers or hedonic apps. This research extends Gestalt theory to app icon design and advances understanding of how subtle visual cues shape digital branding outcomes and the findings also offer actionable guidance for developers and marketers seeking to optimize icon aesthetics in highly competitive app markets.

Suggested Citation

  • Sun, Xiaohui & Liang, Zhiqi & Zhang, Ning & Yu, Liqin, 2026. "The effects of Figure–Ground contrast in App icons on consumer responses: The mediating role of perceived safety," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PB).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pb:s0969698925003911
    DOI: 10.1016/j.jretconser.2025.104612
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