Bayesian modelling of colour's usage impact to web credibility

Authors:
Eleftherios Papachristos;Nikolaos Tselios;Nikolaos Avouris
Affiliations:
University of Patras, Greece, email: epap@ee.upatras.gr;University of Patras, Greece, email: nitse@ee.upatras.gr;University of Patras, Greece, email: avouris@ee.upatras.gr
Venue:
Proceedings of the 2006 conference on ECAI 2006: 17th European Conference on Artificial Intelligence August 29 -- September 1, 2006, Riva del Garda, Italy
Year:
2006

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Abstract

Colour plays an important role in web site design. The selection of effective chromatic combinations and the relation of colour to the perceived aesthetic and emotional value of a web site is the focus of this paper. The subject of the reported research has been to define a model through which to be able to associate colour combinations with specific desirable emotional and aesthetic values. The presented approach involves application of machine learning techniques on a rich data set collected during a number of empirical studies. The data obtained were used to train a Bayesian Belief Network which associated a simple chromatic model to perceived aesthetic and emotional dimensions. A set of tools that have been build in the process to support the methodological framework and ensure its reusability with minimal effort, are also described.