It has been demonstrated in a number of studies that color preferences, emotions and associations are interlinked in various ways (e.g., [1, 2, 3, 4, 5]). To a lesser extent it is also known that color preferences are task-dependent. In our study we apply rating tasks in an in-group quasi-experimental setting (150 participants) to test dependence of color ratings on different types of e-services (or interface types) in Latvia. According to our results, color ratings are highly dependent on the type of the e-service but to a different degree. There are colors that are highly variable across the interface types (e.g., red, yellow or purple); there are colors that are rated relatively positive (green, blue) and relatively negative (black, pink) in all types of interface but to a different degree. Finally, we might generalize our findings to underline the task-dependency of color ratings and color categorization in general.
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