Thielsch vis awi--_assessing_visual_aesthetics_of_websites-118

Ψ Fachbereich Psychologie und Sportwissenschaft VisAWI – Assessing visual aesthetics of websites Dr. Meinald T. Thielsch University of Münster Dr. Morten Moshagen University of Düsseldorf | University of Mannheim General Online Research 2011Visual Aesthetics | Meinald Thielsch 1

Perception of web sites: Framework Thielsch, M. T. (2008). Ästhetik von Websites: Wahrnehmung von Ästhetik und deren Beziehung zu Inhalt, Usability und Persönlichkeitsmerkmalen. Münster: MV Wissenschaft.Visual Aesthetics | Meinald Thielsch 2

Measurement of perceived visual aesthetics: Construction of the VisAWI Scale construction Study 1: Defining the domain and item generation Study 2: Explorative factor analysis Study 3: Scale refinement Study 4: Confirmatory factor analysis Scale validation Study 5: Construct validation Study 6: Experimental validation I Study 7: Experimental validation IIVisual Aesthetics | Meinald Thielsch 3

Scale constructionStudy 1: Defining the domain and item generation Aesthetic aspects were rated by N = 256 web user, Interviews with N = 10 expertsVisual Aesthetics | Meinald Thielsch 4

Defining the domain – aspects of visual web aestheticsAnimations, visual effects, movement, dynamics,Balance, equilibrium, symmetry,Coherence, craftsmanship, harmony, modernity, professionalism, style,Color,Complexity, diversity, variety,Grouping, structure, order,Homogeneity, unity, regularity, uniformityImages, icons, graphics,Novelty, creativity, inventiveness, interestingnessProportion, cohesionSimplicity, clarity, parsimony, densityText, fonts, linksVisual Aesthetics | Meinald Thielsch 5

Visual Aesthetics | Meinald Thielsch 6

Scale constructionStudy 1: Defining the domain and item generation Aesthetic aspects were rated by N = 256 web user, Interviews with N = 10 experts Check of initial item pool by four expertsStudy 2: Explorative factor analysis Test of initial item pool on seven websites, N = 300 web userStudy 3: Scale refinement Test of 20 websites with reduced item set, N = 506 web userStudy 4: Confirmatory factor analysis Test of final item set with 42 web sites rated by N = 512 web userVisual Aesthetics | Meinald Thielsch 7

Final structur of the VisAWI Visual Aesthetics .80 / .83 .87 / .79 .83 / .79 .89 / .89 Simplicity Diversity Colorfulness Craftsmanship … … … … Fit indices (study 3 | study 4): χ2 = 415.00 | 405.57; df = 131; p < .01; CFI = .95 | .95; RMSEA = .07 | .06; SRMR = .05 | .05Visual Aesthetics | Meinald Thielsch 8

Factor 1: Simplicity Factor 2: DiversityThe layout appears too dense. (r) The layout is pleasantly varied.The layout is easy to grasp. The layout is inventive.Everything goes together on this site. The design appears uninspired. (r)The site appears patchy. (r) The layout appears dynamic.The layout appears well structured. The design is uninteresting. (r)Factor 3: Colourfulness Factor 4: CraftsmanshipThe color composition is attractive. The layout appears professionally designed.The colors do not match. (r) The layout is not up-to-date. (r)The choice of colors is botched. (r) The site is designed with care.The colors are appealing. The design of the site lacks a concept. (r)Visual Aesthetics | Meinald Thielsch 9

Scale validationStudy 5: Construct validation  Convergent, divergent, discriminative and concurrent validity Measures: - AttracDiff, - perceived website usability, - quality of content, - intention to revisit Same sample as in study 4 (N = 512 web user)Visual Aesthetics | Meinald Thielsch 10

Scale validation General Simplicity Diversity Colorfulness Craftsmanship factor Classic aesthetics .79** .82** .52** .61** .71** Expressive aesthetics .62** .36** .80** .44** .52** Appeal .80** .71** .69** .60** .71** Pragmatic quality .65** .77** .43** .41** .57** Perceived usability .64** .76** .41** .39** .56** (Study 5) Perceived usability .31** . 48** .19 .04 .41** (Study 6) Quality of content .62** .56** .53** .48** .52** Intention to revisit .51** .44** .48** .40** .40** website ** p < .01Visual Aesthetics | Meinald Thielsch 11

Scale validationStudy 5: Construct validation  Convergent, divergent, discriminative and concurrent validity Measures: - AttracDiff, - perceived website usability, - quality of content, - intention to revisit Same sample as in study 4 (N = 512 web user)Study 6: Experimental validation I (N = 78 web user)Study 7: Experimental validation II (N = 375 web user)Visual Aesthetics | Meinald Thielsch 12

Experimental validation I – Manipulation of color Significant differences only on the VisAWI facet colorfulness (d = 0.57)Visual Aesthetics | Meinald Thielsch 13

Experimental validation II – Manipulation of all facets Significant differences on all VisAWI facets (simplicity: d = 0.94, diversity: d = 0.49, colorfulness: d = 1.12, craftsmanship: d = 1.60; general factor: d = 1.22)Visual Aesthetics | Meinald Thielsch 14

Limitations & Future  Visual aesthetics  Common cultural background of participants in our studies  Development based on website tests (but successful VisAWI use in other domains)  General problem: Measuring aesthetics with questionnairesFuture: 4-item short version of the VisAWIMore information:Moshagen, M. & Thielsch, M. T. (2010). Facets of visual aesthetics. International Journal of Human-Computer Studies, 68, 689-709. [Available via www.meinald.de > Downloads ]Visual Aesthetics | Meinald Thielsch 15

Thank you for listening! Questions? Contact Dr. Meinald T. Thielsch Departement of Psychology University of Münster thielsch@uni-muenster.de www.meinald.deVisual Aesthetics | Meinald Thielsch 16

Thielsch vis awi--_assessing_visual_aesthetics_of_websites-118

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