The Effect of Age and Information Design on the Perception of Visual Aesthetics

This paper investigates the interplay of information layout, colour temperature (or colour scheme), aesthetics-type and age in the judgment of aesthetics in mobile website design. Having this knowledge will help designers serve users better through personalization. Hence, using the tourism domain as a case study, we conducted an empirical study (n = 323) on the perception of visual aesthetics, using eight versions of a mobile website, comprising two types of layout (grid and list) and four colour schemes (blue, green, orange and red). The results of our Analysis of Variance show that there is a main effect of aesthetics-type and an interaction between layout, colour temperature and age. Users perceive the presented website designs as more classically aesthetic than expressively aesthetic, with younger people being more critical than older people. Moreover, older people tend to be indifferent about the website colour schemes, while younger people tend to prefer moderate-temperature (green and orange) to extreme-temperature (blue and red) grid-style colour schemes. We discuss the implications of our findings for both age groups.

Content

Author and article information

Contributors

Kiemute Oyibo

Ifeoma Adaji

Julita Vassileva

Conference

Publication date: July 2018

Publication date (Print): July 2018

Pages: 1-5

Affiliations

[0001]University of Saskatchewan Saskatoon, Canada

Article

DOI: 10.14236/ewic/HCI2018.208

SO-VID: c58ec14c-7e37-4494-aa7e-5cea600fe0e3

License:

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/

Conference name: Proceedings of the 32nd International BCS Human Computer Interaction Conference

Conference acronym: HCI

Conference number: 32

Conference location: Belfast, UK

Conference date: 4 - 6 July 2018

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Human Computer Interaction Conference

History

Product

1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2018.208

Self URI (journal page): https://ewic.bcs.org/

REFERENCES

L. ChenC. Huang 2003 A Study on Web Page Layout and Navigation-Bar Locations for Product Exhibition on Different Platforms In Proceedings of the th Asian Design International Conference (Bd.) 6 13
C.K. CoursarisS.J. SwierengaE. Watrall 2008 An empirical investigation of color temperature and gender effects on web aesthetics. Journal of Usability Studies 3 3 103 117
D. Cyr 2009 Gender and website design across cultures 17th European Conference on Information Systems 279 291
T.J. DunnT. BaguleyV. Brunsden 2014 From alpha to omega: A practical solution to the pervasive problem of internal consistency estimation. British Journal of Psychology 105 3 399 412
B.J. Fogg 2002 How Do People Evaluate a Web Site’s Credibility?? Results from a Large Study Available at: http://dejanseo.com.au/media/pdf/credibility-online.pdf
Z. Guohua 2015 Analysis of Graphic Design and Color Application in Tourism Advertising In International Conference on Social Science and Technology Education (ICSSTE 2015)
J.J. HigginsS. Tashtoush 1994 An aligned rank transform test for interaction. Nonlinear World, 1 201 211 Available at: http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:An+aligned+rank+transformation+test+for+interaction#0
T. LavieN. Tractinsky 2004 Assessing dimensions of perceived visual aesthetics of web sites. International journal of human-computer studies 60 3 269 298
K. OyiboY.S. AliJ. Vassileva 2016 An empirical analysis of the perception of mobile website interfaces and the influence of culture In CEUR Workshop Proceedings 44 56
K. OyiboR. OrjiJ. Vassileva 2017 The Influence of Personality on Mobile Web Credibility In Adjunct Proceedings of User Modeling, Adaptation and Personalization (UMAP 2017) Slovakia Available at: http://dl.acm.org/citation.cfm?doid=2930238.2930245
K. OyiboJ. Vassileva 2017a The Interplay of Aesthetics, Usability and Credibility in Mobile Website Design and the Moderation Effect of Gender SBC Journal on Interactive Systems 8 2 4 19
K. OyiboJ. Vassileva 2017b What Drives Perceived Usability in Mobile Web Design?: Classical or Expressive Aesthetics? In 19th International Conference on Human-Computer Interaction Vancouver 445 462
P. van SchaikJ. Ling 2009 The role of context in perceptions of the aesthetics of web pages over time International Journal of Human-Computer Studies 67 1 79 89
M.M. Shirk 2016 Design, Layout and Review Factors that Influence Consumer Trust in Online Stores and Best Practices for Optimization Program Available at: http://scholarsbank.uoregon.edu/xmlui/handle/1794/21972

Comments

Comment on this article

[1] L. ChenC. Huang 2003 A Study on Web Page Layout and Navigation-Bar Locations for Product Exhibition on Different Platforms In Proceedings of the th Asian Design International Conference (Bd.) 6 13

[2] C.K. CoursarisS.J. SwierengaE. Watrall 2008 An empirical investigation of color temperature and gender effects on web aesthetics. Journal of Usability Studies 3 3 103 117

[3] D. Cyr 2009 Gender and website design across cultures 17th European Conference on Information Systems 279 291

[4] T.J. DunnT. BaguleyV. Brunsden 2014 From alpha to omega: A practical solution to the pervasive problem of internal consistency estimation. British Journal of Psychology 105 3 399 412

[5] B.J. Fogg 2002 How Do People Evaluate a Web Site’s Credibility?? Results from a Large Study Available at: http://dejanseo.com.au/media/pdf/credibility-online.pdf

[6] Z. Guohua 2015 Analysis of Graphic Design and Color Application in Tourism Advertising In International Conference on Social Science and Technology Education (ICSSTE 2015)

[7] J.J. HigginsS. Tashtoush 1994 An aligned rank transform test for interaction. Nonlinear World, 1 201 211 Available at: http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:An+aligned+rank+transformation+test+for+interaction#0

[8] T. LavieN. Tractinsky 2004 Assessing dimensions of perceived visual aesthetics of web sites. International journal of human-computer studies 60 3 269 298

[9] K. OyiboY.S. AliJ. Vassileva 2016 An empirical analysis of the perception of mobile website interfaces and the influence of culture In CEUR Workshop Proceedings 44 56

[10] K. OyiboR. OrjiJ. Vassileva 2017 The Influence of Personality on Mobile Web Credibility In Adjunct Proceedings of User Modeling, Adaptation and Personalization (UMAP 2017) Slovakia Available at: http://dl.acm.org/citation.cfm?doid=2930238.2930245

[11] K. OyiboJ. Vassileva 2017a The Interplay of Aesthetics, Usability and Credibility in Mobile Website Design and the Moderation Effect of Gender SBC Journal on Interactive Systems 8 2 4 19

[12] K. OyiboJ. Vassileva 2017b What Drives Perceived Usability in Mobile Web Design?: Classical or Expressive Aesthetics? In 19th International Conference on Human-Computer Interaction Vancouver 445 462

[13] P. van SchaikJ. Ling 2009 The role of context in perceptions of the aesthetics of web pages over time International Journal of Human-Computer Studies 67 1 79 89

[14] M.M. Shirk 2016 Design, Layout and Review Factors that Influence Consumer Trust in Online Stores and Best Practices for Optimization Program Available at: http://scholarsbank.uoregon.edu/xmlui/handle/1794/21972

Celebrating 65 years of The Computer Journal - free-to-read perspectives - bcs.org/tcj65