Business professionals have always been intrigued on how to increase purchases through advertisements. Digital advertisements are a new medium in which businesses can utilize to connect with consumers. In this study, participants (n = 126) were presented advertisements on a Qualtrics survey that manipulated color (warm and cool) and font size (large and small) across three product types (electronics, food, and automobiles) to examine the effects of Purchase Intention. There were no significant main effects or interactions of color and font size on Purchase Intention throughout each product type. However, color and font size impacted other factors (Perception, Memory, and Appeal) in the study and showcased significant findings in Electronic and Automobile advertisement product types. These results have implications for the effectiveness of advertising in digital mediums, the power of personally tailoring advertisements to individual consumers, and ultimately converting prospective window shoppers to paying customers.

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In the field of human factors engineering the issue of how to present electronic text to people has been studied intensely for over 35 years. However, one major consideration that has largely been overlooked in these studies is how visual impairments affect reading of computer text. Specifically, the issue of how text can be modified to improve readability of CRTs for individuals with low vision. A 2x5x2x3 (visual capability, font size, polarity, and contrast) mixed-factor, repeated-measures experimental design was used to determine if changes in font size, contrast polarity, and/or contrast can improve reading speeds and reduce error rate for people with low vision. The results of this experiment show that alterations in text can be made that do not affect unimpaired vision readers while dramatically improving the reading capabilities of the impaired vision population. For character size, 12 and 14 point font sizes were found to be too small for the visually impaired population examined. In general, 18 and 30 point font sizes were equal to each other and to the 24 point font size, but for some interactions these two were found to produce longer response times and higher error rates. Thus, a 24 point font size is recommended. Unlike previous research with visually impaired participants, this experiment found that negative (white-on-black) polarity worsened reading performance. It is thought that this discrepancy is a result of polarity's interaction with small font sizes. For this reason, it is recommended that for font sizes of 18 points and below, positive polarity should be used. For 24 and 30 point sizes either polarity is satisfactory, though previous research (Legge, Pelli, Rubin, and Schleske, 1985b; NRC, 1995; Rubin and Legge, 1989) suggests negative polarity might be better for some visually impaired readers.. Contrasts of 3:1, 7:1, and 18:1 were used in this experiment and had no significant effect for either vision group. However, contrast did significantly interact with both font size and polarity. For font sizes of 18 points or below, it is recommended that contrasts of 18:1 be used for either polarity, but this is very important if negative polarity is used. The above recommendations are based on a small group of impaired vision readers. Visual impairments vary widely and the sample used in this experiment represented only a portion of them, with respect to both cause and severity. Wherever possible, computer text should be tailored to the unique needs of its users. / Master of Science

Idag använder allt fler människor sina smartphones för att surfa och använda tjänster online. Detta innebär att en stor del text läses på små skärmar. Detta arbete handlar om hur text bäst utformas och struktureras för att enklast kunna läsas och uppfattas på en mobilskärm. Faktorer som berörs är typgrad, ljusrum, textlängd, teckensnittsklass, radlängd, bild i text och kontrastverkan. Arbetet utgår från en normativ, svensk person utan funktionsnedsättningar. Arbetet är grundat på litteratur, egna analyser, intervjuer med branschfolk, enkätundersökning och test med fokusgrupp. Resultatet blev att en text på smartphone bäst utformas med flera styckesindelningar i form av blankrader, med bilder där bilden tillför något i informativt syfte och textlängd baserat på ämneskategori. Bilden bör sättas ovanför brödtexten. Längre texter ska sättas med scrollfunktion. Kontrast har stor betydelse på mobiltelefoner, texter går bra att läsa även när de är satta negativt. Teckensnittsklass är enligt resultatet av denna rapport inte av betydelse. Både seriff och sanserif kan läsas utan problem på smartphones. Typgraden bör förstoras något i förhållande till telefonens default-inställningar. På grund av att text på skärm inte stödjer avstavningar rekommenderas korta ord där det är möjligt för att förhindra en allt för hackig högerkant. / This research focuses on the issue of how to best structure text on a Smartphone screen. The factors involved in this research are text size, white space, text and line lengths, serif and sans serif fonts, pictures in text and contrast.  The methodology of our research is based on a normative Swedish able-bodied person, as well as on relevant literature, personal analyses, interviews with people in the trade, an online survey, and a test performed with a focus group. The results are that a text written for Smartphones is best structured with: several paragraph divisions made with blank lines, with pictures where the picture has an informational purpose, and text length based on category of subject. The picture should be placed above the body text. Longer texts should be set with a scroll-function. Contrast is of great importance on mobile phones as texts can be read properly even when set in negative. In addition, using serif or sans serif is of no importance. According to the results both serif and sans serif can be read without difficulties on a Smartphone. Text size should be slightly enlarged in relation to the default settings on the mobile device. Since word division is not supported on screen, short words are recommended when possible to prevent a highly uneven right end.