Ivana Nakarada-Kordic
ABSTRACT
Six web designs varying only in colour combinations were shown to the participants prior to the experiment in order to elicit individual perceptions of attractiveness. Participants then performed a visual search task on mock web sites employing the most and the least attractive web design as chosen by each participant. Three types of performance were recorded: accuracy, time-to-target, and search perseverance. Perceived attractiveness had a statistically significant effect on search perseverance, but not on accuracy and time-to-target. The findings highlight the need to further study web interface aesthetics especially in those contexts where the purpose is to keep the users online for longer.
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Index Terms
- Effect of perceived attractiveness of web interface design on visual search of web sites
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