The design of a website contributes significantly to the impression a business makes and the perception formed by users. It is for this reason that businesses invest a great deal of time, money and effort to put up an aesthetically pleasing design. The challenge in these creative endeavors, however, is defining what ‘aesthetically pleasing’ is.

1. The Effectiveness of KISS
Principle in Web Design
[Study]
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2. The Effectiveness of KISS Principle in Web Design [Study]
The design of a website contributes significantly to the impression a business
makes and the perception formed by users. It is for this reason that businesses
invest a great deal of time, money and effort to put up an aesthetically pleasing
design. The challenge in these creative endeavors, however, is defining what
„aesthetically pleasing‟ is.
While this concept or standard is relative—indeed it depends on the eye of
the beholder—research suggests that there is a consensus when it comes to
beautiful web design. Google conducted a study in August of 2012, exploring two
design factors, visual complexity and prototypicality, in influencing users‟ first
impressions.
Factors that Affect User’s Perceived Aesthetic Appeal
The study authors did not define exactly what visual complexity is; rather,
they explored how this factor facilitates the perception of visual stimuli. Using
different theories and studies, they proposed that there exists a relationship
between aesthetic preferences and complexity.

3. They cited Berlyne‟s aesthetic theory, restating that user pleasure has a
significant link to the arousal potential of stimulus. The theory‟s U-curve shows
that stimuli with moderate arousal are pleasurable, while excessively high and low
levels are unpleasant.
While there are differing empirical studies to confirm the U-curve effect
(some say complexity produces positive user responses, while others negative), all
point to the fact that visual complexity affects viewer‟s perceptional state and
behavior.
The researchers of the study asserted that prototypicality stems from
“mental models built through experience.” As online users continually navigate
cyberspace, they formed specific expectations how websites should appear. The
study authors cited some literature, asserting that prototypicality affects
aesthetic appeal.
Methodology and Results of the Study
The study involved 59 participants aged 18-62 years old, who had at least 9
years of experience using the web. The participants regularly use the web, but
had no formal education or training in either visual design or web design. The
researchers presented screenshots of websites and requested the participants to
rate the visual appeal of the web pages, based on how complex and familiar the
design is.

4. In the first study, the researchers confirmed that visual complexity and
prototypicality affect aesthetic perception in the context of first impressions.
The participants‟ visual appeal ratings were formed within the first 50
milliseconds.
The study authors found that consumers saw pages that scored high on
visual complexity and design as less aesthetically pleasing, even if the design was
familiar. Additionally, unfamiliar designs with low prototypicality were perceived
by users as less beautiful, even if the page was simple.
Google‟s research proved that simplicity and familiarity are indeed crucial
factors in web design. It is important to bring out these elements to make a great
first impression.
RESOURCES:
http://www.redridercreative.com
http://static.googleusercontent.com/external_content/untrusted_dlcp/re
search.google.com/en/us/pubs/archive/38315.pdf
http://googleresearch.blogspot.com/2012/08/users-love-simple-and-
familiar-designs.html