Visual Aesthetics of Websites: The Visceral Level of Perception and Its Influence on User Behaviour

Website aesthetics has become an important research object in the domain of human-computer interaction during the last decade. Influences on acceptance and preference have been shown [1, 2]. The consideration of this quality aspect is also relevant for digital libraries as a possibility to appeal to the users on an emotional level. It is the aim of an empirical study to test the impact of the affectively effective aesthetics of websites on approach and avoidance behaviour. Thus the significance of this visceral level of perception is verified. In consequence of this fundamental research the applicability of affective reactions for the evaluation of website aesthetics could be further investigated.