Considering that ineffective interface usability tends to affect older age groups ( Johnson and Finn, 2017) due to visual acuity changes ( Huang, 2013), and that age is likely to contribute to users' skill level and experience with technology ( KnowItAll Ninja, 2016), it can be considered a meaningful factor in GUI aesthetics and design which merits for further research on the topic. User interfaces that adapt to individual preferences have been shown to lead to higher ratings in look and feel as well as long-term usage of platforms ( Debevc et al., 1996 Hartmann et al., 2007a Sarsam and Al-Samarraie, 2018). Therefore, insight into what aspects of GUI element aesthetics are preferred by segmentation is needed. Especially in mobile environments, the adoption of mobile game applications is a complex entity of varying perceptions, such as gender, content price and quality and time spent playing mobile games ( Pappas et al., 2019). appealing) visual aesthetics are subjective ( Zen and Vanderdonckt, 2016), which complicates creating balanced user experiences for critical masses. Moreover, perceptions of successful (i.e. As a wide variety of daily communication is realized via user interfaces of different devices, designers are presented with new opportunities and challenges to create visually effective GUI elements for their targeted consumer group. The full terms of this licence may be seen at ĭemographic differences in designing aesthetically pleasing graphical user interface (GUI) elements have become prevalent due to increasing demands for customization within human–computer interaction ( Norman, 2004 Tractinsky et al., 2000). Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Copyright © 2021, Henrietta Jylhä and Juho Hamari License
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