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Subjective and Objective User Behavior Disparity: Towards Balanced Visual Design and Color Adjustment
Anna Lewandowska1, Agnieszka Olejnik-Krugly1, Jarosław Jankowski1
1Department of Computer Science and Information Technology, West Pomeranian University of Technology, Żołnierska 49, 71-210 Szczecin, Poland.
Sensors (Basel, Switzerland)
|December 28, 2021
Summary
This study analyzes how color contrast impacts user experience, marketing goals, and accessibility guidelines. It highlights discrepancies between user preferences and actual behavior, offering a tool to balance these factors.
Area of Science:
- Human-Computer Interaction
- Web Design
- Accessibility Studies
Background:
- Interactive environments in digital design significantly influence user experience, marketing, and accessibility.
- A key challenge is reconciling user-declared preferences with observed behavior, especially regarding visual attention and contrast.
- Web Content Accessibility Guidelines (WCAG) add complexity by imposing specific contrast requirements.
Purpose of the Study:
- To analyze color combinations and contrast for user-friendliness, visual intensity (marketing appeal), and WCAG compliance.
- To investigate the disparity between user preferences, WCAG contrast recommendations, and actual user behavior tracked via eye-tracking.
- To provide designers with insights and a tool to balance conscious user reactions (user-friendliness) with objective behavior (marketing).
Main Methods:
- Analysis of color combinations and contrast levels.
- User behavior tracking using eye-tracking technology.
- Comparison of results against user-friendliness, marketing expectations, and WCAG guidelines.
Main Results:
- The ranking of visual elements based on contrast varies significantly depending on whether user experience, commercial goals, or objective behavior is prioritized.
- Discrepancies exist between stated user preferences and actual visual attention patterns.
- WCAG contrast recommendations may not always align with user-perceived importance or marketing effectiveness.
Conclusions:
- Balancing user-friendliness, marketing objectives, and accessibility requires careful consideration of conflicting criteria.
- Objective user behavior data, captured through methods like eye-tracking, offers valuable insights distinct from self-reported preferences.
- An interactive tool is proposed to help designers weigh different criteria for optimizing visual element ranking.
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