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The influence of app screenshoton the formation of aesthetic impression
- Focusing on the iOS -
Minsoo Byun, Kwangil Ju, Junho Choi
© Content UX Lab., Yonsei University, 2013
Digital Cultural Content/UX Track,Graduate School of Information,
Yonsei University, Seoul, Rep. of Korea
ConclusionResultsResearch DesignBackgroundIntroduction
The influence of app screenshoton the formation of aesthetic impression
- Focusing on the iOS -
ConclusionResultsResearch DesignBackgroundIntroduction
The issues of app screenshots
App scam (e.g. Minecraft)
Icon
Screenshot
ConclusionResultsResearch DesignBackgroundIntroduction
App Scam YouTube Video Capture
Apple’s new policy for preventing app scam
It is extremely important to design the first screenshot of an app because users now download & purchase the app based on visual impression, not on details & textual descriptions.
ConclusionResultsResearch DesignBackgroundIntroduction
KTH Mobile Report (2012. 1Q)
Younger generation likes image information better than texts
Paid
/Fre
e
Dow
nloa
ds
Rev
iew
Ran
king
Des
crip
tion
Scre
ensh
ot
Rat
ing
Title
Icon
Dev
elop
er
3 factors of Android app installation (by age)10’s 20’s 30’s 40’s 50’s +
Rev
iew
Ran
king
Scre
ensh
ot
Rat
ing
Des
crip
tion
Title
Icon
Dev
elop
er
3 factors of iOS app installation (by age)
10’s 20’s 30’s 40’s 50’s +
Paid
/Fre
e
ConclusionResultsResearch DesignBackgroundIntroduction
ConclusionResultsResearch DesignBackgroundIntroduction
Desktop (iOS) Desktop (Android)
iPhone 4 (iOS) Nexus S (Android)
How they look like on the screen (e.g. Facebook)
Why is it important?
ConclusionResultsResearch DesignBackgroundIntroduction
675,000 apps on Google Play (2012.09)
775,000 apps to iOS devices (2013.01)
300,000 native iPad apps (2013.01)
App Discovery
A plenty of apps
ConclusionResultsResearch DesignBackgroundIntroduction
• • • 2011 • • • • • • • • • • • • 2012 • • • • • • • • • • • • 2013 • • •
[iOS 5: Sorting Page] a table view
4-5 apps only icons
vertical listing
[App Detail Page] text-based unadorned
informational
[iOS 6: Sorting Page] a card view only 1 app
primary screenshot horizontal listing
[App Detail Page] screenshot-centered
beautifying promotional
Apple acquired app discovery startupApp screenshots have become crucial in people’s purchasing decision in the app market these days.
ConclusionResultsResearch DesignBackgroundIntroduction
Overview of this study
ConclusionResultsResearch DesignBackgroundIntroduction
visual impression of app screenshotTheme
20’s mainlyParticipants
iOS Apple iTune App StoreFocus
but only in some dictionaries.
It is hard to find any clear definition of
‘app screenshot’in academic research
ConclusionResultsResearch DesignBackgroundIntroduction
Literature review
Main Entry: screen·shotPronunciation: \ˈskrēn-ˌshät\Function: nounDate: 1983
A screen dump, screen capture (or screen-cap), screenshot (or screen shot), screengrab (or screen grab), or print screen is an image taken by the computer user to record the visible items displayed on the monitor, television, or another visual output device. (omitted) Screenshots can be used to demonstrate a program, a particular problem a user might be having, or generally when display output needs to be shown to others or archived.
A frame of television or video footage that is digitized and stored as a still image for subsequent display, editing, or printing.
Definition of Screenshot
ConclusionResultsResearch DesignBackgroundIntroduction
The first screenshot that you upload is the first screenshot that appears on your app product page on the App Store and the device App Store when viewed from the iPhone and iPod touch. Up to four additional optional screenshots can be uploaded. All subsequent screenshots will appear in numbered order on the App Store, in the same order in which they were uploaded in iTunes Connect. Only Newsstand apps can reorder their screenshots after they have been uploaded.
The different graphic assets we request are used to highlight and promote your application in Google Play, and possibly other Google-owned properties. If you’d like to restrict the marketing of your app to just Google Play, you have the option of opting-out of marketing by selecting the "Marketing Opt-Out" in the Developer Console.
Screenshots (Required):
- We require 2 screenshots.- You may upload up to 8 screenshots. (omitted)
Show off unique and engaging parts of your app, and demonstrate how the app is social. Don't use images that are unrelated, misleading, or dramatically different from what most users experience. Screenshot should not contain marketing copy, bulleted lists of features or calls to action e.g. "Click here to play the game!". Websites with Facebook Login must include at least one screenshot indicating a personalized user experience.
App Screenshot Guidelines
ConclusionResultsResearch DesignBackgroundIntroduction
‘App screenshot’ is an image displayed by the app developers to highlight the visible features on the screen.
It can be used to demonstrate an app’s key features and interface design in the app market.
It is a window of promotion to get user’s attention.
Operational Definition of App Screenshot
ConclusionResultsResearch DesignBackgroundIntroduction
retouch
description
GUIgraphic
effect
text
ConclusionResultsResearch DesignBackgroundIntroduction
Classification of App Screenshot
Screenshot(Mobile)
Website(Desktop)
Neil, Barrett, Advertising on the internet, Kogan Page
GUI
description
retouch
Screenshot(Mobile)
Neil, Barrett, Advertising on the internet, Kogan Page
ConclusionResultsResearch DesignBackgroundIntroduction
Classification of App Screenshot
Combinations: SCREENSHOT (UI) x TEXT (description) x EFFECT (distortion)
ConclusionResultsResearch DesignBackgroundIntroduction
Graphic UI(original screenshot)
Texts
effects
Atype
6 Types of App Screenshots
Btype C
type
Dtype
Etype
Ftype
* Apple iTunes App Store (Korean market)
ConclusionResultsResearch DesignBackgroundIntroduction
6 Types of App Screenshots: Treatments (A, B, C)
pure screenshotA
type
screenshot+
highlighting(e.g. loupe effect)
Btype
effect
screenshot+
instructionCtype
text
ConclusionResultsResearch DesignBackgroundIntroduction
6 Types of App Screenshots: Treatments
screenshot+
text+
effect
= complex
Ftype
screenshot+
text+
effect(character)
Dtype
text
screenshot+
text+
effect(panoramic)
Etype
text
2ndscreenshot
3rdscreenshot
(D, E, F)
vocabulary (5 pairs)vocabulary (5 pairs)vocabulary (5 pairs)
1static
(정적인)dynamic(동적인)
2simple(단순한)
varied(복잡한)
3rich
(화려한)plain
(수수한)
4detailed(정교한)
disorganized(허술한)
5bright
(가벼운)dark
(무거운)
ConclusionResultsResearch DesignBackgroundIntroduction
Emotional vocabulary analysis by Semantic Differential Method
voca. sub vocabulary기쁜 명랑한, 발랄한, 재미있는, 경쾌한깨끗한 가벼운, 깔끔한, 맑은, 밝은, 섬세한, 여성적인온화한 매끄러운, 소박한, 수수한, 인상적인, 촉촉한귀여운 싱그러운, 아기자기한, 즐거운내추럴한 감미로운, 감성적인, 달콤한, 자연적인, 향기로운은은한 그윽한, 정돈된, 정적인, 조용한, 심플한우아한 고급스러운, 동양적인, 멋진, 세련된, 품위 있는화려한 다양한, 매력적인 장식적인, 성숙한, 풍성한점잖은 견실한, 부수적인, 고전적인, 중후한고상한 지적인, 차분한, 분위기 있는모던한 견고한, 세련된, 진보적인, 도시적인, 현대적인싫어함 불안정한, 불편한, 어색한, 답답한거칠은 딱딱한, 오돌토돌한, 불쾌한, 반투명한부드러운 매끄러운, 매혹적인, 평온한, 잔잔한
* Self Assessment Manikins / Likert scale (7)* References: HCI Introduction (Jinwoo Kim) and other studies using S.D. method Jungsun Yoon(2000), Hyesuk Park, Jungsuk Yoon(2001), Kyungsuk Kim, Yeonsuk Lee(2004),
Sujin Park, Woohyun Jung, Jaehyun Hahn, Sujin Shin(2004), Saebom Kim(2007), Hyunwon Jung(2008), Jongmoo Kim, Sunghoon Kim(2009)
ConclusionResultsResearch DesignBackgroundIntroduction
Focus Group Interview
- Goal to find out insights from the survey in detail
- Groups
- What we did pre-interview informed consent collect personal information semi-structured in-depth interview post-discussion
iOS useriOS user Android userAndroid usergender M F M Fnumber 1 1 1 1
sum 4444
ConclusionResultsResearch DesignBackgroundIntroduction
1 2 3 4 5 6 7
Rich
Simple
Bright
Calm
Detailed
Dark
Plain
Varied
Disorganized
Dynamic
Results
A-Type B-Type C-Type D-Type E-Type F-Type
ConclusionResultsResearch DesignBackgroundIntroduction
Results: Case 1Case of original and highly retouched screenshots (no vs. strong retouching)
1 2 3 4 5 6 7
Rich
Simple
Bright
Calm
Detailed
Dark
Plain
Varied
Disorganized
Dynamic
Atype
Ftype
App market consumers perceive different impressionsbetween A-Type(plain original) and F-Type(highly retouched images).
ConclusionResultsResearch DesignBackgroundIntroduction
Results: Case 2
Rich
Simple
Bright
Calm
Detailed
Dark
Plain
Varied
Disorganized
Dynamic1 2 3 4 5 6 7
Case of moderately vs. strongly retouched screenshots
Ctype
Dtype
Consumers hardly perceived different impressions between plain screenshots(C-Type, D-Type) and somewhat strongly retouched images
ConclusionResultsResearch DesignBackgroundIntroduction
Results: FGI
“Visual look and feel of app screenshots are important. However, I have expectation about apps when I look at some app screenshots. because I want to know its function and usefulness from the screenshots. So I think the most important thing is the ability to check out the original interfaces at first.
“Too many information in them, very confused so I don’t know what this app can do. Terrible.”
“Sometimes it looks good because I can see something more visualized infos than just captured image. Noise is much better.”
“In this case, I hate the font they use. And it looks like old-fashioned app so I can’t even feel any attractive emotion. Just creaky.”
“In this case, texts are not crucial elements for understanding its function. Plus, font size is too small so bad readability.”
“It looks, I don’t know but I can understand what it looks like. Not any more.”
“It looks good because of using color of them. Sky blue and yellow look more friendly and comfortable. But I don’t want to download it we have lots of similar apps!”
“Usually I like characters so these screenshots make me positive and happy.
“I don’t understand its layout, if I were designer, I would get rid of the devices but full capture images. Oh, I didn’t recognize the texts on it.”
The factors of making differences visual impressions of app screenshots arecolor, layout, font, quality of image
ConclusionResultsResearch DesignBackgroundIntroduction
Implications
- Most App market consumers want to check out the original interface by browsing the app screenshots before they download on the market
- For promoting an app effectively, it is better to design the Graphic User Interfaces(GUI) than fancy app screenshots
ConclusionResultsResearch DesignBackgroundIntroduction
Further Study
- The more samples are needed for the future research
- This study sample is 20’s, so we will collect more data from the other age groups
- Further study will include user’s background and usage patterns because artists and designers have the knowledge of aesthetics.
- We focused only on Apple’s iTunes App Store, so next step will be comparing iOS with Android
- Those 9 type of app screenshots were collected in all categories. We are going to investigate the genre effect of different app categories.
Q&A