Does Dark Mode Matter? The Influence of the Back-ground Color on Users’ Perception

Gazit, Tali; Aharon, Gad

Permalink

https://hdl.handle.net/2142/117349 Copy

Description

Title

Does Dark Mode Matter? The Influence of the Back-ground Color on Users’ Perception

Author(s)

• Gazit, Tali
• Aharon, Gad

Issue Date

2023-03-13

Keyword(s)

• Dark Mode
• Gender
• Product Attractiveness and Interface Design

Abstract

In the last two years, the world’s pandemic has forced people to stay at home and do their shopping online, including ordering food from restaurants. Thus, at times when the interface of websites and apps becomes a significant gateway, this preliminary study was focusing on the effect of the relatively new online design: the dark mode. In this study, participants were filling out an online questionnaire, in which an image and a text description of a food product (a salad) were presented to them in light and dark modes, asking them about the product’s attractivity and their evaluation of its health. Statis-tic analyses found that the willingness to buy the product when its text de-scription was presented with a light background was higher than the willing-ness to buy it when it was presented with a dark background. In addition, us-ers perceived the product as healthier when its image was presented with a light background than a dark one. Finally, we found that women preferred a menu that was presented with a light background, whether men preferred the dark design. We discuss the findings of the experiment considering the im-portance of website and application design, which affects users' perceptions of the product.

Publisher

iSchools

Series/Report Name or Number

iConference 2023 Proceedings

Type of Resource

• Other
• text

Language

eng

Handle URL

https://hdl.handle.net/2142/117349

Copyright and License Information

Copyright 2023 is held by Tali Gazit and Gad Aharon. Copyright permissions, when appropriate, must be obtained directly from the authors.

Owning Collections