Color Preference Test

Review of Literature

Dissemination of Research

Technology Issues and Decisions

Phase I: Color Preference Test

Phase II: Shades of Difference

Phase III: Website Preferences

Phase IV: Alternative Presentations of Identical Content

Conclusions

Bibliography

Phase1 | Qualitative Data Analysis

Qualitative Data Analysis

Study participants cited various reasons for their color selection in response to the question "Why did you choose that color?" These responses fell into three general areas: personal preference, contextual influence, and readability. Personal preference most frequently expressed favorite color as a reason for choice but many also discussed how the image fit with the color chosen. Contextual reasons included thematic influences and the influence of the background color on the picture. Personal preference and contextual influences were main reasons for selecting a color for both males and females.

Analysis of Choice of a Color: Representative Responses

Moonscape
Technopet

Analysis of Choice of a Link: Representative Responses

Moonscape
Technopet

Analysis of Expectations in Selecting a Link: Representative Responses

Moonscape
Technopet

Project C.O.P.E.: Content, Organization, Preference, Evaluation
Principal Investigator: Kay E. Vandergrift, Professor
Research Team: Janet Hilbun, Ph.D. Student and Graduate Assistant; Lin Lin, Ph.D. Student and Teaching Assistant; Alex Daley, Manager, Information Technology Services; Jane Anne Hannigan, Professor Emerita, Columbia University, Consultant (Members of the team conducting the actual research have passed the Human Subjects Certification Program)
Photography: Lin Lin
School of Communication, Information and Library Studies, SCILS - Rutgers University