Considering lightness: how the lightness of app icon backgrounds affects consumers’ download intention through risk perception

The number of mobile apps has rapidly increased in recent years, but the distribution of app downloads is uneven. As the first and only visual image of apps before downloading, app icons are vital tools through which app publishers promote their apps. Thus, identifying the elements of app icons that can increase consumers’ download intention is crucial. This research examines how the distribution of the lightness of yellow colour in app icon backgrounds influences consumers’ download intentions as moderated by the aim of the app. The results showed that when choosing an app aiming to resist risk, consumers are more likely to download an app with dark colours on top and light colours on the bottom of the background icon. This effect is mediated by consumers’ risk perceptions of the environment. However, consumers have lower download intentions for apps with the same background when the app does not aim to resist risk. This converse effect is mediated by consumers’ risk perceptions of the services or functions of apps. Our findings not only contribute to the literature concerning symbolic associations, colour inference, and app icon visual design but also provide app developers operational methods to increase consumers’ download intention.