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The role of visual complexity and prototypicality regarding first impression of websites : working towards understanding aesthetic judgments

Tuch, A. and Presslaber, E. E. and Stöcklin, M. and Opwis, K. and Bargas-Avila, J. A.. (2012) The role of visual complexity and prototypicality regarding first impression of websites : working towards understanding aesthetic judgments. International journal of human-computer studies, Vol. 70, H. 11. pp. 794-811.

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Official URL: http://edoc.unibas.ch/dok/A6008479

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Abstract

This paper experimentally investigates the role of visual complexity (VC) and prototypicality (PT) as design factors of websites, shaping users’ first impressions by means of two studies. In the first study, 119 screenshots of real websites varying in VC (low vs. medium vs. high) and PT (low vs. high) were rated on perceived aesthetics. Screenshot presentation time was varied as a between-subject factor (50 ms vs. 500 ms vs. 1000 ms). Results reveal that VC and PT affect participants’ aesthetics ratings within the first 50 ms of exposure. In the second study presentation times were shortened to 17, 33 and 50 ms. Results suggest that VC and PT affect aesthetic perception even within 17 ms, though the effect of PT is less pronounced than the one of VC. With increasing presentation time the effect of PT becomes as influential as the VC effect. This supports the reasoning of the information-processing stage model of aesthetic processing (Leder et al., 2004), where VC is processed at an earlier stage than PT. Overall, websites with low VC and high PT were perceived as highly appealing.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Forschungsbereich Persönlichkeits- und Entwicklungspsychologie > Allgemeine Psychologie und Methodologie (Opwis)
UniBasel Contributors:Tuch, Alexandre N and Presslaber, Eva and Stöcklin, Markus and Opwis, Klaus and Bargas-Avila, Javier Andrés
Item Type:Article, refereed
Article Subtype:Research Article
Bibsysno:Link to catalogue
Publisher:Academic Press
ISSN:1071-5819
Note:Publication type according to Uni Basel Research Database: Journal article
Last Modified:11 Oct 2012 15:31
Deposited On:11 Oct 2012 15:21

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