A Study Of Aesthetic Factors Of Webpages Based On Eye Movement Data

Ever since the inception of Internet, it has gradually spread throughthe world and become indispensible to every aspect of our life,including business, education, entertainment and even healthcare.Everyday we surfing among vast webpages and most of them are totallynew to us. It is unfortunate to know that every webpage has only5seconds to attract the new visitors and to make a good expression.In this paper, we want to find what factors are critical for webpagethat can catch visitors’ eyes and influence their evaluation in that5seconds. To achieve this goal, we will take advantage of eye trackingtechnology and record the eye movements while visitors are browsingthe webpage.As a global variable, perceived visual complexity will influencevisitor’s evaluation of the webpage. While visitor is browsing a website,the webpage is the visual environment that offered by designers. So weassume that if the visual elements on the webpage can give visitors goodguidance, the webpage will be easy for them to understand, whichmeans the perceived visual complexity is low. On the contrary, if thevisual elements on the webpage can not give visitors any hint, thewebpage will be difficult for them to understand, which means theperceived visual complexity is high. So in this article, we use the visualattention model to visualize visitor’s perceived visual complexity. Andwe want to demonstrate that visitor’s aesthetic evaluation of webpageswill increase until the perceived visual complexity reach an optimumlevel and then decrease. On the other hand, contract also has greatimpact on visitors’evaluation since it can dramatically influence visitor’s sight and is critical to the formation of visitor’s perceived visualcomplexity. By adjusting the contract between visual elements on thewebpage, designers can influence the visual complexity that visitorsperceived and change their evaluation of the webpage eventually.In this paper, we demonstrate our assumptions above through eyestracking experiment. After that, we practice the results in real designingprocess and get positive results...