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This study explored the effects of display characteristics such as target/background color combination, single/simultaneous presentation, and individual differences by sex, and design specialty on preferences of VDT icon design. The results indicated black targets (black-on-white, black-on-yellow) and black backgrounds (red-on-black, yellow-on-black) were the most popular and white targets (white-on-red, white-on-black) and white backgrounds (blue-on-white, red-on-white) were the second most popular. As for the chromatic color combinations, yellow-on-blue was the most favored. Subjects rated color combinations under single presentation higher than those under simultaneous presentation. Women rated purplish targets and rated purplish and blue backgrounds higher than men. Subjects with design background favored black more either as a target or background, but they favored turquoise less than those without design background.

This study explored the effects of color combinations and polarity on user preferences and EEG responses using an icon design for a visual display terminal. 72 college students (M=24.5 yr., SD=2.3 yr.) were tested. The seven color combinations of top 16% with rating scores (5-point scale) over 3.60 almost always included black or white as a target or background, including white-on-black, red-on-black, yellow-on-black, blue-on-white, and black-on-white; the other two preferred color combinations were yellow-on-blue and blue-on-yellow. The eight color combinations of the bottom 16% with rating scores under 2.38 almost always included green, turquoise, or purple as a target or background. Negative image polarity (higher luminance color image shown on a lower luminance color background) was preferred over positive image polarity (lower luminance color image shown on a higher luminance color background) by the subjects. The theta and alpha band power in the right hemisphere were greater than those in the left hemisphere during the experiment. There seemed to be no linear correlation between the rating scores of subjective preferences and brain wave power of theta and alpha bands, so the possibility of using brain wave power to measure subjective preference is questionable.