487
Views
2
CrossRef citations to date
0
Altmetric
Original Articles

Considering lightness: how the lightness of app icon backgrounds affects consumers’ download intention through risk perception

ORCID Icon, &
Pages 158-169 | Received 26 Apr 2021, Accepted 06 Dec 2021, Published online: 19 Dec 2021
 

ABSTRACT

The number of mobile apps has rapidly increased in recent years, but the distribution of app downloads is uneven. As the first and only visual image of apps before downloading, app icons are vital tools through which app publishers promote their apps. Thus, identifying the elements of app icons that can increase consumers’ download intention is crucial. This research examines how the distribution of the lightness of yellow colour in app icon backgrounds influences consumers’ download intentions as moderated by the aim of the app. The results showed that when choosing an app aiming to resist risk, consumers are more likely to download an app with dark colours on top and light colours on the bottom of the background icon. This effect is mediated by consumers’ risk perceptions of the environment. However, consumers have lower download intentions for apps with the same background when the app does not aim to resist risk. This converse effect is mediated by consumers’ risk perceptions of the services or functions of apps. Our findings not only contribute to the literature concerning symbolic associations, colour inference, and app icon visual design but also provide app developers operational methods to increase consumers’ download intention.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by Ministry of Education Humanities and Social Sciences Project of China: [Grant Number 20YJC630005].

Log in via your institution

Log in to Taylor & Francis Online

PDF download + Online access

  • 48 hours access to article PDF & online version
  • Article PDF can be downloaded
  • Article PDF can be printed
USD 61.00 Add to cart

Issue Purchase

  • 30 days online access to complete issue
  • Article PDFs can be downloaded
  • Article PDFs can be printed
USD 333.00 Add to cart

* Local tax will be added as applicable

Related Research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.