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Abstract
Graphical user interfaces are widely common and present in everyday human–computer interaction, dominantly in computers and smartphones. Today, various actions are performed via graphical user interface elements, e.g., windows, menus and icons. An attractive user interface that adapts to user needs and preferences is progressively important as it often allows personalized information processing that facilitates interaction. However, practitioners and scholars have lacked an instrument for measuring user perception of aesthetics within graphical user interface elements to aid in creating successful graphical assets. Therefore, we studied dimensionality of ratings of different perceived aesthetic qualities in GUI elements as the foundation for the measurement instrument. First, we devised a semantic differential scale of 22 adjective pairs by combining prior scattered measures. We then conducted a vignette experiment with random participant (n = 569) assignment to evaluate 4 icons from a total of pre-selected 68 game app icons across 4 categories (concrete, abstract, character and text) using the semantic scales. This resulted in a total of 2276 individual icon evaluations. Through exploratory factor analyses, the observations converged into 5 dimensions of perceived visual quality: Excellence/Inferiority, Graciousness/Harshness, Idleness/Liveliness, Normalness/Bizarreness and Complexity/Simplicity. We then proceeded to conduct confirmatory factor analyses to test the model fit of the 5-factor model with all 22 adjective pairs as well as with an adjusted version of 15 adjective pairs. Overall, this study developed, validated, and consequently presents a measurement instrument for perceptions of visual qualities of graphical user interfaces and/or singular interface elements (VISQUAL) that can be used in multiple ways in several contexts related to visual human-computer interaction, interfaces and their adaption.
Highlights
Aesthetics considerations in computers and other devices have quickly started to garner attention as the means to positively affect usability and satisfaction (Ahmed et al 2009; Maity et al 2015, 2016; Norman 2004; Tractinsky et al 2000)
Game app icons were used for validity and comparability in the results
While aesthetic perception is subjective, this study shows evidence of features uniformly clustering in the evaluation of graphical user interface elements
Summary
Aesthetics considerations in computers and other devices have quickly started to garner attention as the means to positively affect usability and satisfaction (Ahmed et al 2009; Maity et al 2015, 2016; Norman 2004; Tractinsky et al 2000). Adaptation within user interfaces has been shown to lead into higher ratings in look and feel as well as long-term usage of platforms (Debevc et al 1996; Hartmann et al 2007; Sarsam and Al-Samarraie 2018). This reflects the well-established knowledge in product design and marketing: aesthetics matter (e.g., Hartmann et al 2007; Tractinsky et al 2000), and collaboration between artists and technologists is essential in this regard (Ahmed et al 2009). A user interface attractive to individual users is increasingly important for companies aiming to positively contribute to their commercial performance (Gait 1985; Lin and Yeh 2010)
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