BIB_09: Coursaris, C. K., Swierenga, S. J., & Watrall, E. (2008). An empirical investigation of color temperature and gender effects on Web aesthetics. Journal of Usability Studies, 3(3), 103-117.

This is an empirical study that tested the effects of color temperature and gender on users's perception of the attractiveness and usability of websites. Coursaris conducted a 2x2 between-subject testing on four website designs whose primary and secondary colors were manipulated. The results show that in terms of aesthetics, users have favorable perception of cool color combinations (blue-light blue) compared to warm color combinations (red-orange); the perceptions of classic aesthetics (e.g., cleanliness) have direct effects on the perceptions of expressive aesthetics (e.g., creativity); genders have not effects on either aesthetics.

This is a good example of empirical comparative usability study. However, since the databases and electronic mailing lists used for recruiting participants are not clearly identified and thus very likely to be in the U.S. where the researchers are based, and in fact 83% of the participants described themselves as Caucasian/White (p. 108), it seems that the conclusions are limited to Western societies. It will be interesting to find out the effects of color temperature on the perceptions of web aesthetics and usability in other cultures. However, I'm not sure about the significance of this knowledge, or to be more accurate, I'm not sure the value of conducting an empirical study to find out this information. It seems that with adequate cultural experience, one can come to more or less the same conclusions. I can see that the value of such studies is more rhetorical than anything else. They can be used to persuade decision makers that certain design is better than others.