Visual aesthetics has been shown to critically affect a variety of constructs such as perceived usability, satisfaction, and pleasure. Given the importance of visual aesthetics in humancomputer interaction, it is vital that it is adequately assessed. The present research aimed at providing a precise operational definition and to develop a new measure of perceived visual aesthetics of websites. Construction of the Visual Aesthetics of Website Inventory (VisAWI) was based on a comprehensive and broad definition of visual aesthetics so that the resulting instrument would completely describe the domain of interest. Four interrelated facets of perceived visual aesthetics of websites were identified and validated in a series of seven studies. Simplicity and Diversity have repeatedly been treated as formal parameters of aesthetic objects throughout the history of empirical aesthetics, Colors are a critical property of aesthetic objects, and Craftsmanship addresses the skillful and coherent integration of the relevant design dimensions. These four facets jointly represent perceived visual aesthetics, but are still distinguishable from each other and carry unique meaning. The subscales contained in the VisAWI demonstrate good internal consistencies. Evidence for the convergent, divergent, discriminative, and concurrent validity of the VisAWI is provided. Overall, the present research suggests that the VisAWI appears to be a sound measure of visual aesthetics of websites comprising facets of both practical and theoretical interest. © 2010 Elsevier Ltd. All rights reserved.
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