Understanding the impact of perceived visual aesthetics on user evaluations: An emotional perspective

Studies aimed at predicting user judgments have been dominated by the usability and efficiency perspective. An important assumption of this perspective is that higher order judgments such as quality perception and download intention are mainly cognitive processes. Increasingly, research has shown that this perspective is incapable of fully explaining user judgments. Emerging research posits that emotions and emotional subcomponents that arise from aesthetic-based design factors are at least equally important for understanding how users form higher order judgments such as quality perception and attractiveness. In this article, light is shed on the role of emotions in affecting these judgments. This is performed for the particular case of mobile apps. Specifically, the relationship between various aesthetic subdimensions (classical and expressive) and emotional subcomponents (valence and arousal) is explored. First, an explanatory model from theories of aesthetics, emotions, and visual perception is derived. Second, a laboratory experiment is conducted, and it provides empirical evidence for the relationships between visual aesthetics, emotions, and higher order evaluations such as users' quality perceptions and the intentions to download. Specifically, significant relationships were found between aesthetic sub dimensions and valence, whereas arousal was partially significant. Selective emotional subdimensions also significantly impacted quality perceptions, attractiveness, and intention to download. Finally, implications for theory and practice are discussed.