A Small Icon and Its Effect on User Perception - How the Design of the Passenger Call Button Shapes Passengers Communication with Cabin Crew

“Learn how to see. Realize that everything connects to everything else” - Leonardo da Vinci. Flight attendants are usually perceived as service workers although their main responsibility is to ensure safety and security on board. This picture has been manifested due to historic developments such as the deregulation of commercial air travel and resultingly the focus on service as a mean for airlines to differentiate their offerings in the market. However, some of the relics of these times, such as the icon for the Passenger Call Button, do not seem to fit into the modern world where gender-equality is a strong value. Research question. This paper assess different icon configurations on an IFE screen to assess passenger’s preference. Methodology. A video containing sample IFE screens with alternating icons were shown to participants to firstly identify whether the changes will be noticed and secondly to asses their preference on the design. Results. Passengers preferred the gender-neutral icons over feminized symbols mainly due to gender-neutrality. There was a significant relation between education and the preference of the icon which indicate that the higher the education level the more attention is paid to gender-equality. Discussion. The overall positive responses for the spot the difference test result from prolonged display times which could be shortened to induce change blindness. Further research e.g. using eye-tracking technology could provide more insights into the visual scanning process. Conclusion. This study provides insights into how an optimal icon design can change the perception of passenger’s on how cabin attendants work shall be done. Detailed cross-cultural studies need to be carried out in order to understand whether gender-equality is equally important in all parts of the world.