Marketing aesthetics on the web: Personal attributes and visual communication effects

Lin, Chyong-Ling; Yeh, Jin-Tsann

doi:10.1109/icmit.2010.5492889

Cited by 3 publications

(3 citation statements)

References 19 publications

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“…Positive user experience is important for successful human-computer interaction, as the user may abandon an interface that is related with a negative experience. User experience is connected to visual aesthetics to an increasing extent (Debevc et al , 1996; Hartmann et al , 2007a; Sarsam and Al-Samarraie, 2018); hence, an attractive user interface is important when aiming for successful human-computer interaction as well as positive commercial performance (Gait, 1985; Lin and Yeh, 2010).…”

Section: Introductionmentioning

confidence: 99%

Demographic factors have little effect on aesthetic perceptions of icons: a study of mobile game icons

Jylhä

Hamari

2021

INTR

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PurposeCustomization by segmenting within human–computer interaction is an emerging phenomenon. Appealing graphical elements that cater to user needs are considered progressively important, as the way a graphic is visually represented can greatly contribute to the interaction. However, aesthetic perceptions are subjective and may differ by target group. Understanding variations in user perceptions may aid in design processes; therefore, we set out to investigate the effects of demographic differences relating to perceptions of graphical user interface (GUI) element (i.e. game app icon) aesthetics.Design/methodology/approachThe authors employed a vignette experiment with random participant (n = 513) assignment to evaluate 4 icons from a total of 68 pre-selected mobile game icons using semantic differential scales. This resulted in a total of 2052 individual icon evaluations. Regression analyses were performed with the effects of age, gender and time using graphical user interfaces (i.e. app stores) and the interactions of these variables relating to perceptions of GUI element aesthetics.FindingsThe results indicate that, overall, demographic factors have relatively little effect on how icons are perceived. Significant relations suggest that experienced users, younger audiences and women are more critical in their perception of aesthetic excellence, and that perceptions change for younger women. The implications of the findings are discussed via adaptive decision-making theory.Originality/valueIn the context of graphical user interface element aesthetics, demographic differences have received minimal attention as moderating variables regardless of their relevance in design and development. Hence, it merits further research.

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Section: Introductionmentioning

confidence: 99%

Demographic factors have little effect on aesthetic perceptions of icons: a study of mobile game icons

Jylhä

Hamari

2021

INTR

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“…Moreover, user interfaces adapt to individual user preferences by changing layouts and elements to different needs and contexts. Hence, a user interface attractive to individual users is increasingly important for companies aiming to positively contribute to their commercial performance (Gait 1985;Lin and Yeh 2010).…”

Section: Introductionmentioning

confidence: 99%

“…Icons are pictographic symbols within a computer system, applied principally to graphical user interfaces (Gittins 1986) that have replaced text-based commands as the means to communicate with users (García et al 1994;Gittins 1986;McDougall et al 1998;Huang et al 2002). This is because icons are easy to process (Horton 1994(Horton , 1996Lin and Yeh 2010;McDougall et al 1999;Wiedenbeck; and convenient for universal communication (Arend et al 1987;Horton 1994Horton , 1996Lodding 1983;McDougall et al 1999).…”

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confidence: 99%

Development of measurement instrument for visual qualities of graphical user interface elements (VISQUAL): a test in the context of mobile game icons

Jylhä

Hamari

2020

User Model User-Adap Inter

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Graphical user interfaces are widely common and present in everyday human–computer interaction, dominantly in computers and smartphones. Today, various actions are performed via graphical user interface elements, e.g., windows, menus and icons. An attractive user interface that adapts to user needs and preferences is progressively important as it often allows personalized information processing that facilitates interaction. However, practitioners and scholars have lacked an instrument for measuring user perception of aesthetics within graphical user interface elements to aid in creating successful graphical assets. Therefore, we studied dimensionality of ratings of different perceived aesthetic qualities in GUI elements as the foundation for the measurement instrument. First, we devised a semantic differential scale of 22 adjective pairs by combining prior scattered measures. We then conducted a vignette experiment with random participant (n = 569) assignment to evaluate 4 icons from a total of pre-selected 68 game app icons across 4 categories (concrete, abstract, character and text) using the semantic scales. This resulted in a total of 2276 individual icon evaluations. Through exploratory factor analyses, the observations converged into 5 dimensions of perceived visual quality: Excellence/Inferiority, Graciousness/Harshness, Idleness/Liveliness, Normalness/Bizarreness and Complexity/Simplicity. We then proceeded to conduct confirmatory factor analyses to test the model fit of the 5-factor model with all 22 adjective pairs as well as with an adjusted version of 15 adjective pairs. Overall, this study developed, validated, and consequently presents a measurement instrument for perceptions of visual qualities of graphical user interfaces and/or singular interface elements (VISQUAL) that can be used in multiple ways in several contexts related to visual human-computer interaction, interfaces and their adaption.

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The Study of Usability Performance in the E-commerce Websites

Lin

Yeh

Kao

2013

Contributions to Economics

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Marketing aesthetics on the web: Personal attributes and visual communication effects

Cited by 3 publications

References 19 publications

Demographic factors have little effect on aesthetic perceptions of icons: a study of mobile game icons

Demographic factors have little effect on aesthetic perceptions of icons: a study of mobile game icons

Development of measurement instrument for visual qualities of graphical user interface elements (VISQUAL): a test in the context of mobile game icons

The Study of Usability Performance in the E-commerce Websites

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