Homepage aesthetics: The search for preference factors and the challenges of subjectivity
While many studies have considered the usability of website homepages, subjective issues such as preference have been under explored. This paper describes a pilot study that investigates subjects' preferences for different homepages. The study applies Berlyne's theory of experimental aesthetics to website homepages. This theory suggests that there is an inverted-U shape relationship between preference for a stimulus and its complexity. Twelve subjects evaluated 12 homepages. The study used a ranking method to measure subjects' preferences and the relationships between complexity, pleasure and interestingness. In addition, verbal reports were collected. No support was found for an inverted-U shape relationship and the findings indicate that complexity is not a predictor of pleasure. However, the results uncovered a number of subjective factors that underlie preference. These factors include individual differences in taste and lifestyle all of which are highly personal factors that change and develop over time. In addition, the findings suggest a link between interestingness and curiosity. Lastly, the findings show an agreement on the judgements of complexity, and disagreement on aesthetic preferences. In conclusion, the paper points out the challenges faced in researching preference because of its highly subjective character. (c) 2006 Elsevier B.V. All rights reserved.
preference factors subjectivity experimental aesthetics aesthetic pleasure websin preferences