The role of visual complexity and prototypicality regarding first impression of websites: Working towards understanding aesthetic judgments
Venue
International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811
Publication Year
2012
Authors
Alexandre N. Tuch, Eva Presslaber, Markus Stoecklin, Klaus Opwis, Javier Bargas-Avila
BibTeX
Abstract
This paper experimentally investigates the role of visual complexity (VC) and pro-
totypicality (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 aes- thetics. 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’ aesthet- ics ratings within the first 50 ms of exposure. In
the second study presentation times were shortened to 17, 33 and 50ms. Results
suggest that VC and PT affect aesthetic perception even within 17ms, 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.