Effect of perceived attractiveness of web interface design on visual search of web sites

Authors:
Ivana Nakarada-Kordic;Brenda Lobb
Affiliations:
The University of Auckland, Auckland, New Zealand;The University of Auckland, Auckland, New Zealand
Venue:
CHINZ '05 Proceedings of the 6th ACM SIGCHI New Zealand chapter's international conference on Computer-human interaction: making CHI natural
Year:
2005

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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.