Expressions, emotions, and website design

Abstract

The aim of the study was to investigate the relation between the design elements of web pages and (i) perceived usability, (ii) perceived expression and (iii) emotional responses. Two different websites, differing in content as well as in graphic design, colour schemes, the balance between text versus illustrations, etc., were evaluated in an experimental study involving altogether 20 subjects. Three main factors were identified that contributed to the perceived expression of the websites: graphic design; content; and perceived usability. Also the reported emotional responses appeared related to the same aspects.

Keywords:

• Web design
• Affective design
• Emotional response

Acknowledgements

The author wishes to express her gratitude to Peter Jämting who played an important role in designing and carrying out the user studies. Also the Swedish Governmental Agency for Innovation Systems (VINNOVA) is acknowledged for their financial support.