Unity in Variety in website aesthetics: A systematic inquiry. Issue 103 (July 2017)

• Record Type: Journal Article
• Authors: Post, Ruben; Nguyen, Tran; Hekkert, Paul
• Is Part Of: International journal of human-computer studies. Issue 103(2017)
• Page Start: 48
• Page End: 62
• Publication Date: 2017-07
• Subjects: Website aesthetics -- Beauty -- Unity -- Variety -- Design principles -- Interfaces; Human-machine systems -- Periodicals; Systems engineering -- Periodicals; Human engineering -- Periodicals; Human engineering; Human-machine systems; Systems engineering; Periodicals; Electronic journals; 004.019
• DOI: 10.1016/j.ijhcs.2017.02.003
• Languages: English
• ISSNs: 1071-5819

Abstract

Abstract: This research experimentally investigates whether Unity-in- Variety can account for the aesthetic appreciation of websites. In a first study we designed two sets of web pages, differing in layout style and content, to systematically and independently vary on both unity and variety via the design factors contrast and symmetry (for unity) and dissimilarity of elements and colourfulness (for variety). It was demonstrated that only the sets based on symmetry and colourfulness resulted in independent manipulations of unity and variety, respectively. These two sets of web pages were tested in Study 2 showing that, as predicted, both unity and variety independently and positively influence aesthetic appreciation. Following the principle of Unity-in-Variety, simultaneously maximizing unity and variety leads to an optimal balance where aesthetic appreciation is highest. Our research lends further support to the principle of Unity-in-Variety, extends it to the domain of HCI, and provides directions on how to purposefully design for an optimal balance between unity and variety. Highlights: We experimentally tested the aesthetic principle of Unity-in-Variety. Webpages were manipulated in unity and variety through four design factors. Symmetry and colourfulness independently influence, respectively, unity and variety. Unity and variety both positively contribute to aesthetic appreciation. Websites simultaneously maximizing unity (i.e., symmetry) and variety (i.e., colourfulness) received highest aesthetic appreciation ratings.