Less is Better than More: Anthropomorphic App Icons With Small versus Large Tilt Angles Were Perceived as More Vivid

In this study, we explored the impact of tilted designs of anthropomorphic app icons on users’ perceptions of icon vividness across three experiments. In Experiment 1, tilting with an angle of 45° to the left increased perceived icon vividness. In Experiment 2, sequential icon tilt angles at 30° intervals manipulation showed that small tilt angles (e.g., 30° to the left or right) enhanced participant perceptions of dynamism and vividness, and participants perceived greater vividness in anthropomorphic app icons with slight tilting, driven by this increased dynamism. In Experiment 3, we excluded the effect of the completeness of icons on these participants’ evaluations and affirmed that slightly tilting designs was an effective visual strategy for improving perceived vividness to attract users.