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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: The Experiment Study of Web Advertisement Target Color Combinations Recognition Efficiency
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 5525-5528)
Author(s): Yushi JIANG, Southwest Jiaotong University，Chengdu，China
Guoqing NI, Southwest Jiaotong University，Chengdu，China
Yongjian LI, Southwest Jiaotong University，Chengdu，China
Zheming SONG, Southwest Jiaotong University，Chengdu，China
Abstract: Abstract: Considering the web advertising content as the control variable, showing stimulus materials on the center of the screen, we have taken series of within-subjects eye movements test experiments to 21 target participants repeatly and investigated a total of 90 kinds of foreground/background color combinations web ads target recognition identification efficiency. The results showed that different color combinations of web ads target possessed a significant difference in the efficiency of target recognition. When the foreground color goes to green, the background color goes to black, the web ads target is the most efficient recognition, while white and yellow combinations are the least efficient. Moreover, when the ads target swaps foreground and background colors, its recognition efficiency will tend to change, showing the non-symmetrical features. The results of the experiments provide an objective basis for web advertising, corporate Logo, CIS systems, web interface color matching design and so on.
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