In order to explore the influence of user personality on the preference of color and icon characteristics and provide a theoretical basis for the design of e-commerce platform interface, 284 college students were measured by HEXACO model, color preference questionnaire and icon characteristics preference questionnaire. The results show that personality traits can significantly predict the preference of color and icon characteristics. Among them, the openness to experience was significantly positively correlated with the preference of red, orange, yellow, chartreuse, blue, soft and gray color. Extroversion was positively correlated with the preference of yellow and saturated color. Conscientiousness was significantly negatively correlated with the preference of red and gray color, and the preference of complex icon. Honesty-humility was positively correlated with the preference of simple and abstract icon. Emotionality was positively correlated with the preference of bright color and negatively correlated with the preference of abstract icon. Thus, it can be seen that personality characteristics and individual preferences for color and icon characteristics are related, and the e-commerce platform can carry out personalized interface design according to users' personalities.