Using event related potentials to investigate visual aesthetic perception of product appearance

Ding, Yi; Guo, Fu; Hu, Mingcai; Cao, Yaqin

doi:10.1002/hfm.20704

Cited by 22 publications

(12 citation statements)

References 44 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…While these studies present evidence based on laboratory experiments with varying stimuli presentation times (e.g. presentation for 50-500 ms), recent studies looking at physiological data found different neural activation at 100 ms for aesthetically pleasant versus unpleasant interfaces after stimuli onset (Bölte et al, 2017;Ding et al, 2017), supporting that aesthetic processing occurs very early. Moreover, these initial decisions are manifested of being stable over time (e.g.…”

Section: The Interplay Of Aesthetics and First Impressionmentioning

confidence: 73%

Aesthetics in Context—The Role of Aesthetics and Usage Mode for a Website’s Success

Iten

Troendle

Opwis

2018

Interacting With Computers

View full text Add to dashboard Cite

A widespread belief attributes the first impression to be decisive for retaining users on websites. However, empirical investigation on this conjecture has been largely omitted. This paper examines the influence of positive and negative first impressions on subsequent website usage decisions in three different user tasks. In all tasks appealing or non-appealing website screenshots were displayed. In the first two tasks, websites were shortly presented, examining the willingness to view and the intention to stay on websites. In the third task, participants were able to browse naturally, scanning websites, deciding whether to use the website or not, and taking action eventually. Additionally, the N = 120 participants either were given or not given an explicit goal to solve in each task. Data was analysed with different statistical methods (ANOVA, McNemar and Survival Analysis). While the first impression's significance was demonstrated in Tasks 1 and 2 for both goal mode and action mode, the usage mode was decisive for retaining users on websites in the most realistic user scenario in Task 3. Overall the effect sizes indicated that the significant differences were substantial, ranging from medium to large (Task 1: η p 2 = 0.35/0.66; Task 2: OR = 3.25/5.81; Task 3: OR = 2.11). RESEARCH HIGHLIGHTS• This experimental study investigates the widespread belief that the first impression is decisive for retaining users on website. • An appealing first impression impacts subsequent usage behaviour only under certain circumstances.• After a short exposure to an appealing website, participants decided to view it or stay on it regardless of their usage mode (goal and action mode). • When observing more realistic website exploration behaviour, the impact of first impression vanishes.• Being able to explore a website self-paced, participants in goal mode persevere longer on it regardless of their first impression of the website.

show abstract

Section: The Interplay Of Aesthetics and First Impressionmentioning

confidence: 73%

Aesthetics in Context—The Role of Aesthetics and Usage Mode for a Website’s Success

Iten

Troendle

Opwis

2018

Interacting With Computers

View full text Add to dashboard Cite

show abstract

“…Although subjective reporting is straightforward, it cannot elicit from subjects an immediate evaluation of the visual appearance of wood without requiring them to interrupt their appraisal and respond behaviorally. Moreover, subjective evaluation alone may not record subjects' real-time affect (Calvert and Brammer 2012;Ding et al 2017), rendering it difficult to understand the visual perceptual processing of wood appearance. This may be explained by the difficulty that subjects face in explaining their feelings clearly and completely when explicitly asked; their behaviors may be driven by subconscious processes (Calvert and Brammer 2012).…”

Section: Limitations In Previous Studiesmentioning

confidence: 99%

“…As different ERPs correspond to different brain locations, the occipital site, which was not related to the chosen ERPs (N100, P200, N200) used in our study was excluded from the analysis. According to related studies (Li et al 2015;Ding et al 2017), frontal sites and central sites were chosen for statistical analysis within the time window of 150-200 ms for N100 and 260-340 ms for N200, and the central-parietal site and parietal site were chosen within the time window of 200-260 ms for P200. Within each time window, the average potentials were fed into multifactorial repeatedmeasures ANOVAs with four factors: color (light-colored FE, medium-colored TG, or dark-colored JN), grain (radial, or tangential), gloss (matte, semimatte, or glossy), and site (frontal, central, central-parietal, or parietal site).…”

Section: Electrophysiological (Eeg) Recording and Analysismentioning

confidence: 99%

Visual perception of different wood surfaces: an event-related potentials study

Wan

Ya-chi

et al. 2021

Annals of Forest Science

View full text Add to dashboard Cite

Key message Visual perception of the appearances of different wood surfaces is greatly influenced by their features, such as color, grain, and gloss. Among these features, human visual perception of wood grain type occurs through a later and higher-ordered cognitive process than the perception of color or gloss. Dark wood was subjectively preferred to light-or medium-colored wood, and both matte and glossy wood were preferred to semigloss wood.• Context Understanding how the appearance of wood is processed in visual perception is critical for wood product design and will help improve consumer satisfaction. Unlike traditional subjective evaluation, neuroscientific methods enable a quantitative understanding of the process and are sensitive to the human visual perceptual response to the appearance of wood surfaces.• Aims The objectives of this study were to quantify the visual perception process and to explore the human neural activity elicited by different wood surface appearances.• Methods Three types of wood differing in color (light, medium, and dark) were cut to expose two different grain types (radial and tangential) and finished to three different gloss values (matte, semigloss, and glossy); digital images of these stimuli were shown to the subjects on a screen. A subjective emotion scale was constructed to measure their subjective evaluation, and neural ERP (event-related potential) data reflecting subjects' early visual perception were recorded. Finally, all the data underwent analysis of variance as well as correlation analysis.• Results Regarding early visual perception, the measurements of relevant ERP components showed that subjects perceived the color and gloss of wood more quickly than the grain type, and their perception of wood grain involved a higher-order cognitive process. The match or mismatch between a given stimulus and a subject's visual memory of wood surface appearance could enhance different ERP components, respectively. In addition, subjects had significantly greater appreciation for dark wood than for other colors, and semigloss wood was less favored than matte or glossy wood.• Conclusion This study provides an objective method to measure the visual perceptual processing of wood appearance; this method may help improve the efficiency of material selection for wood product design. Furthermore, the quantification method can be used by designers in measuring their wood products, and the results can be treated as indicators by which to evaluate the appearance of wood.

show abstract

“…N100 (Negative wave) 80-120 ms N100 is associated not only with the physical features in reflection to the attention level but also with the attractiveness of stimuli [78]. It relates to package design.…”

Section: P200 (Positive Wave) 150-250 Msmentioning

confidence: 99%

A Review of EEG and fMRI Measuring Aesthetic Processing in Visual User Experience Research

Rui

2021

Computational Intelligence and Neuroscience

View full text Add to dashboard Cite

In human-computer interaction, the visual interaction of user experience (UX) and user interface (UI) plays an important role in enriching the quality of daily life. The purpose of our study analyzes the use of brain-computer interface (BCI), wearable technology, and functional magnetic resonance imaging (fMRI) to explore the aesthetic processing of visual neural response to UI and UX designs. Specifically, this review aims to understand neuroaesthetic processing knowledge, aesthetic appreciation models, and the ways in which visual brain studies can improve the quality of current and future UI and UX designs. Recent research has found that subjective evaluations of aesthetic appreciation produce different results for objective evaluations of brain research analysis. We applied SWOT analysis and examined the advantages and disadvantages of both evaluation methods. Furthermore, we conducted a traditional literature review on topics pertaining to the use of aesthetic processing knowledge in the visual interaction field in terms of art therapy, information visualization, website or mobile applications, and other interactive platforms. Our main research findings from current studies have helped and motivated researchers and designers to use convincing scientific knowledge of brain event-related potential, electroencephalography, and fMRI to understand aesthetic judgment. The key trend finds that many designers, artists, and engineers use artistic BCI technology in the visual interaction experience. Herein, the scientific methods applied in the aesthetic appreciation to human-computer interface are summarized, and the influence of the latest wearable brain technology on visual interaction design is discussed. Furthermore, current possible research entry points for aesthetics, usability, and creativity in UI and UX designs are explicated. The study results have implications for the visual user experience research domain as well as for interaction industries, which produce interactive projects to improve people’s daily lives.

show abstract

Using event related potentials to investigate visual aesthetic perception of product appearance

Cited by 22 publications

References 44 publications

Aesthetics in Context—The Role of Aesthetics and Usage Mode for a Website’s Success

Aesthetics in Context—The Role of Aesthetics and Usage Mode for a Website’s Success

Visual perception of different wood surfaces: an event-related potentials study

A Review of EEG and fMRI Measuring Aesthetic Processing in Visual User Experience Research

Contact Info

Product

Resources

About