Understanding and Modeling User-Perceived Brand Personality from Mobile Application UIs

Designers strive to make their mobile apps stand out in a competitive market by creating a distinctive brand personality. However, it is unclear whether users can form a consistent impression of brand personality by looking at a few user interface (UI) screenshots in the app store, and if this process can be modeled computationally. To bridge this gap, we first collect crowd assessment on brand personalities depicted by the UIs of 318 applications, and statistically confirm that users can reach substantial agreement. To further model how users process mobile UI visually, we compute UI descriptors including Color, Organization, and Texture at both element and page levels. We feed these descriptors to a computational model, achieving a high accuracy of predicting perceived brand personality (MSE = 0.035 and R^2 = 0.78). This work could benefit designers by highlighting contributing visual factors to brand personality creation and providing quick, low-cost design feedback.