Hue Combinations for Web Design: Guidelines for Combining Color Hues Onscreen for Swedish and Thai Userâ€™s
Vidal Ruse, Montathar Faraon
International Journal of Web Applications, Vol. 10, No. 3, 2018.
DOI: https://doi.org/10.6025/ijwa/2018/10/3/100-111
Link: http://www.dline.info/ijwa/fulltext/v10n3/ijwav10n3_3.pdf
Abstract:
Users can assess the visual appeal of a web page within 50 milliseconds and color is the first thing noticed
onscreen. That directly influences user perception of the website and choosing appealing color combinations may therefore
be crucial for successful web design. The aim of this article was to identify, formulate, and evaluate design guidelines to
support designers in the process of combining color hues for websites in the context of the Swedish and Thai cultures. A
quantitative methodology was used to evaluate the proposed design guidelines. The results showed that culture play a role
when evaluating color hue combinations. More specifically, Thai participants rated Thai designs significantly higher than
Swedish participants, but the reverse was not true for Swedish designs. Thai designs were as well rated higher than Swedish
designs by all participants. The results may have implications for practitioners working in the area of web design and to the
broader debate whether color is culturally relative.