Is an anthropomorphic app icon more attractive? Evidence from neuroergonomomics.

Abstract Exploring what types of app icons are attractive has been a topic of great interest in recent years. The main purpose of this study was to explore the neural mechanism of attention capturing of the anthropomorphic app icons based on neuroergonomics. Participants' perception of different app icons was investigated by using event-related potentials (ERPs) and attractiveness evaluation. The results showed that anthropomorphic app icons were evaluated more attractive and elicted larger P2, P3 and LPP amplitude than non-anthropomorphic app icons, which indicated an attention bias to attractive anthropomprphic app icons. The time course of the attention towards anthropomorphic app icons includes three main processes: an early stimulus-driven perceptual detection of app icon features (P2 during 160–200 ms), an involuntary allocation of attention to evaluate and categorize app icons (P3 during 300–500 ms), and experiencing different emotions to anthropomorphic versus non-anthropomorphic app icons (LPP during 500–800 ms). That is, the process of users’ perception and attention toward app icons combines “bottom-up” and “top-down” processes. Our findings suggest a new perspective to use ERP components (P2, P3, and LPP) to deep understanding of app icon design. A practical implication is that app icons could be designed using anthropomorphic elements to attract users.