The subjective and objective nature of website aesthetic impressions

Abstract

This paper explores the possibility to predict positive aesthetic impression and user preference of website design through a combination of objective and subjective factors. The objective factors used are symmetry, order, balance, complexity while the subjective ones include familiarity - novelty ratings. The advantages of such an approach is the reduction of user involvement since the ratings of objective factors may be provided by a small number of design experts. We found indications that balance between certain factors maximize the possibility of users having a positive aesthetic impression. © 2009 Springer.