Visual Harmony Between Avatar Appearance and On-Avatar Text: Effects on Self-Expression Fit and Interpersonal Perception in Social VR

In social virtual reality (VR) and metaverse platforms, users express identity through both avatar appearance and on-avatar textual cues, such as speech balloons. However, little is known about how the harmony between these cues influences self-representation and social impressions. We propose that when avatar appearance and text design, including color, font, and tone, are consistent, users experience stronger self-expression fit and elicit greater interpersonal affinity. A within-subject study (N = 21) in VRChat manipulated social context, color harmony between avatar hair and text, and style or content consistency between tone and font. Questionnaires provided composite indices for perceived congruence, self-expression fit, and affinity. Analyses included repeated-measures ANOVA, linear mixed-effects models, and mediation tests. Results showed that congruent pairings increased both self-expression fit and affinity compared to mismatches, with mediation analyses suggesting that self-expression fit partially carried the effect. These findings integrate theories of avatar influence and computer-mediated communication into a framework for metaverse design, highlighting the value of consistent avatar and text styling.