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      The Effect of Aesthetics on Web Credibility



      People and Computers XXIII Celebrating People and Technology (HCI)

      Computers XXIII Celebrating People and Technology

      1 - 5 September 2009

      Credibility, Aesthetics, Gestalt Theory, Unity

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          Credibility influences a user’s interest in a web site. Once users perceive the credibility of a web site they will be more likely to use it. A combination of factors affects such credibility – such as the provider, content, aesthetics, accessibility and solution of technical problems. The aesthetics of a web site can affect a user’s first impressions of credibility. Experiments have shown that users can judge a web site’s credibility in as little as 3.42 seconds merely on the basis of its aesthetic appeal. But what are the aesthetic factors that influence immediate judgment on web credibility? A study was conducted to ascertain these factors; first a framework of factors was suggested to develop a method focusing on the users’ actual perceptions in judging credibility based on aesthetics. This was done with 30 subjects viewing 13 pairs of images of recruitment agency web sites. ’Unity’ in design with its elements of balance, harmony, contrast and dominance was found to be an effective aesthetic factor resulting in immediate judgments on web credibility. These factors were presented for beginner web designers in online tutorials. This work is a result of MSc project.

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          Author and article information

          September 2009
          September 2009
          : 512-519
          Department of Computing

          University of Surrey

          Guildford, Surrey GU2 7XH UK

          +44 (0) 1483 689635
          © Farah Alsudani et al. Published by BCS Learning and Development Ltd. People and Computers XXIII Celebrating People and Technology, Churchill College Cambridge, UK

          This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

          People and Computers XXIII Celebrating People and Technology
          Churchill College Cambridge, UK
          1 - 5 September 2009
          Electronic Workshops in Computing (eWiC)
          Computers XXIII Celebrating People and Technology
          Product Information: 1477-9358BCS Learning & Development
          Self URI (journal page): https://ewic.bcs.org/
          Electronic Workshops in Computing


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