Understanding, measuring, and designing user experience: the causal relationship between the aesthetic quality of products and user affect

Authors:
Haotian Zhou;Xiaolan Fu
Affiliations:
State Key Laboratory of Brain and Cognitive Science, Institute of Psychology, Chinese Academy of Science, Beijing , China and Graduate School, Chinese Academy of Science, Beijing, China;State Key Laboratory of Brain and Cognitive Science, Institute of Psychology, Chinese Academy of Science, Beijing , China
Venue:
HCI'07 Proceedings of the 12th international conference on Human-computer interaction: interaction design and usability
Year:
2007

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Abstract

This study sought to test the often-taken-granted assumption about the causal relationship between the aesthetic quality of products and user affect by using affective priming paradigm. The results showed that when beautiful web-pages were used as primes, the discrepancy between the response latencies to positive target and negative targets was larger than when the primes were ugly-webpage. A parallel pattern was obtained when pleasant pictures and unpleasant pictures were used as primes. Such findings supported the hypothesis that visual Gestalt of products can lead to affective change independent of reflective beauty judgment. The possibility of employing affective priming procedure to measure product beauty is also discussed in the light of the experiment results.