Predicting users' first impressions of website aesthetics with a quantification of perceived visual complexity and colorfulness

Katharina Reinecke, Tom Yeh, Luke Miratrix, Rahmatri Mardiko, Yuechen Zhao, Jenny Liu, Krzysztof Z. Gajos

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

219 Scopus citations

Abstract

Users make lasting judgments about a website's appeal within a split second of seeing it for the first time. This first impression is influential enough to later affect their opinions of a site's usability and trustworthiness. In this paper, we demonstrate a means to predict the initial impression of aesthetics based on perceptual models of a website's colorfulness and visual complexity. In an online study, we collected ratings of colorfulness, visual complexity, and visual appeal of a set of 450 websites from 548 volunteers. Based on these data, we developed computational models that accurately measure the perceived visual complexity and colorfulness of website screenshots. In combination with demographic variables such as a user's education level and age, these models explain approximately half of the variance in the ratings of aesthetic appeal given after viewing a website for 500ms only.

Original languageEnglish
Title of host publicationCHI 2013
Subtitle of host publicationChanging Perspectives, Conference Proceedings - The 31st Annual CHI Conference on Human Factors in Computing Systems
Pages2049-2058
Number of pages10
DOIs
StatePublished - 2013
Event31st Annual CHI Conference on Human Factors in Computing Systems: Changing Perspectives, CHI 2013 - Paris, France
Duration: 27 Apr 20132 May 2013

Publication series

NameConference on Human Factors in Computing Systems - Proceedings

Conference

Conference31st Annual CHI Conference on Human Factors in Computing Systems: Changing Perspectives, CHI 2013
Country/TerritoryFrance
CityParis
Period27/04/132/05/13

Keywords

  • Colorfulness
  • Complexity
  • First impression
  • Modeling
  • Perception
  • Prediction
  • Website aesthetics

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