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

  • Jurģis ŠķiltersEmail author
  • Līga Zariņa
  • Signe Bāliņa
  • Dace Baumgarte
Conference paper
Part of the Communications in Computer and Information Science book series (CCIS, volume 838)


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.


Colors Demographic factors e-services Interfaces 


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Authors and Affiliations

  1. 1.Laboratory for Perceptual and Cognitive Systems at the Faculty of ComputingUniversity of LatviaRigaLatvia
  2. 2.Faculty of Business, Management and EconomicsUniversity of LatviaRigaLatvia

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