Investigation of perceived image quality and colourfulness in mobile displays for different cultures, ambient illumination, and resolution

This study explored the effects of culture, ambient illumination, and resolution on perceived image quality and colourfulness of mobile displays. Thirty Taiwanese and 30 American students participated in the experiment. Two types of culture (Taiwanese and American), two types of illumination level (1500 lux and 7000 lux), and five types of resolution level (320×240, 260×208, 200×160, 140×112, and 80×64) were investigated in the experiment. Interactions between culture and resolution, and between illumination and resolution, were found for both perceived image quality and colourfulness. The results indicated that subjects were able to detect smaller differences in perceived image quality but not for colourfulness, and Taiwanese subjects could detect smaller differences than could the American subjects for both perceived image quality and colourfulness. The results further indicated that Taiwanese subjects were able to detect smaller differences at most of the resolution levels for colourfulness in 1500 lux than were the American subjects.Practitioner Summary: This study found, from culture differences and ergonomics considerations, that Taiwanese subjects could detect smaller differences than could American subjects when evaluating perceived image quality and colourfulness on mobile displays. Mobile display manufacturers can use the results of this study as a reference for future mobile display design.