By Topic

The Role of Visual Complexity in Affective Reactions to Webpages: Subjective, Eye Movement, and Cardiovascular Responses

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$31 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

6 Author(s)
Tuch, A.N. ; Dept. of Cognitive Psychol. & Methodology, Univ. of Basel, Basel, Switzerland ; Kreibig, S.D. ; Roth, S.P. ; Bargas-Avila, J.A.
more authors

In this study, we tested whether the visual complexity (VC) of webpages influences viewer's affective reactions. In a laboratory experiment, 48 students viewed 36 webpages varying in VC while subjective feelings, behavioral, and cardiovascular responses were recorded. Less complex webpages were associated with more positive affect, decreased eye movements (specifically in the first few seconds of viewing), a triphasic heart rate response, and increased finger pulse amplitude. Results suggest that affective responses to webpage viewing differ as a function of VC and that webpage displaying could be made adaptive to the user's emotions.

Published in:

Affective Computing, IEEE Transactions on  (Volume:2 ,  Issue: 4 )