The Effect of Logo Color and Design on Mobile Application Preferences: A Study on Google Play and App Store

Abstract

Today the globalization of mobile technologies accelerated the mobile application development. Mobile applications helping people in education, sport, tourism, banking sectors. People connect via bluetooth, WIFI, GSM to internet or other devices use them and collect needed information. Moreover, applications assist us in communication, shopping, media-entertainment and different other areas, help us to solve time-consuming work.  Improvement of technology strive vendors and developers to launch new, especially IOS and Android applications. There are lots of free and paid applications on the market which available to consumers. Consumers can review, buy, download, use their applications and write feedback to them in the market.

The aim of the study is to determine if the color and design of mobile application logo affect the online application buying behavior of university students. In addition to it, to find if this influence differs according to demographic variances such as: gender, age, education and mobile application preference. The purpose of this study has been investigated through questionnaire. The universe of this research was taken the students in Istanbul. The questionnaire study was conducted among the students of Istanbul Aydin University and around 271 answers were collected. Moreover, collected data analyzed using the SPSS 21 program.