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RESEARCH PRODUCT

Impact of Demographic Differences on Color Preferences in the Interface Design of e-Services in Latvia

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description

In our study, we test users’ color preferences of interfaces of typical electronic services’ (e-services) environment. The motivation of our study is to explore discrepancy between (a) the high degree of availability of e-services in Latvia, and (b) low usage of these e-services among population. We aim to find the regularities regarding color preferences that could be useful in the development of e-services and that could support the rise of the usage of e-services in future. Although there are several reasons why people avoid using e-services (some of them socio-cognitive, some – technological), we would like to focus on a particular aspect – the colors of e-services interface. In particular, we test color preferences in respect to the interface depending on different demographic factors. Our hypothesis is that color contributes to the preference of using e-services and that such factors as gender, age, place of residence, education field, language knowledge, occupation, and hobbies determine the color preferences.