Color and complexity shaping authority: visual communication strategies in Chinese artificial intelligence healthcare interfaces

Artificial intelligence (AI)-mediated communication offers convenience and efficiency for the dual medical system in China. However, users require sufficient visual information to evaluate whether such a system possesses adequate authority to warrant use. Drawing on social vision theory and the concept of epistemic authority, this research examines how color tone and information design complexity in AI-mediated healthcare interfaces shape perceived authority (PA) and usage intention (UI). A pilot study (N = 63) and two independent online experiments (N1 = 307; N2 = 312) were conducted involving Chinese young adults aged 18–35. Study 1 revealed that cool-toned interfaces elicited higher PA and indirectly enhanced UI in modern medicine consultations, particularly under low and medium complexity conditions. In contrast, Study 2 demonstrated that color tone did not directly influence PA in traditional Chinese medicine consultations; instead, warm-toned interfaces paired with medium or high complexity increased UI through PA. These findings suggest that visual cues do not uniformly drive behavioral intentions but operate by shaping whether an interface is recognized as a legitimate source of medical advice. This study contributes to research on AI-mediated health communication and informs context-sensitive interface design in China.