How Website Complexity And The Ratio Of Picture To Text Impact Webpage Aesthetic And Usability

In recent years,the visual factors in web page design are paid more and more attention.In the past,people only paid attention to the realization of web page functions.Later,people found that the design of web page interface determines the time user spent on web page.Web page aesthetic have huge impact on the success of web page.In addition to text,designer will also add some picture on the web page.The ratio of picture to text is the ratio of picture area and text area.Different picture text ratio affect user experience different.Web page complexity is a direct reflection of the amount of web page information,which directly affects the user's perception.However,it is unclear what effect these two important design factors will have on web page design.In addition,the previous web page research mainly focus on the number of the webpage elements,and rarely study the aesthetic principles.This article also study the impact of unity aesthetic principles on webpage design.In this paper,we study the impact of the ratio of graphic to text and complexity on web page aesthetic and usability using eye-tracking technique combine with behavior data and psychological data.The results show that Physiological,Psychological and behavioral data consistently indicate there is an interaction between the ratio of graphics to text and complexity.For the high text ratio pages,high complexity increased cognitive load and decreased usability and aesthetic appeal.But high graphic ratio high complexity pages will not increase cognitive load and decreased usability and aesthetic appeal.The results show that the proper use of pictures not only decrease cognitive load but also increase visual appeal and usability.Since the picture is an important design factor.We did a second experiment combined with unity that is an aesthetic principle.We study the effect of unity picture and disperse picture on web page design.The results show that the unity of picture can both increase web page's aesthetic appeal and usability.