Exploring the aesthetic effects of the golden ratio in the design of interactive products

Noam Tractinsky, Efrat David, Arseny Krupnik

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Scopus citations

Abstract

We conducted an experiment to test whether the use of the golden ratio as a design guideline in interactive products has aesthetic value, that is, whether it influences users' aesthetic evaluation of the product and their preferences for it over other product of the same type. We studied two types of products (mobile phones and web pages), each was wireframed in two design versions and then manipulated systematically to form various width × height proportions, including the golden ratio. Each of ninety-one participants evaluated one design version of each product by means of pairwise comparisons of all proportions. The results support the golden ratio hypothesis regarding the mobile devices but not regarding the web page designs. We discuss possible explanations for these results.

Original languageEnglish
Title of host publication19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World
Subtitle of host publicationAnything, Anywhere, Anytime
Pages1585-1594
Number of pages10
StatePublished - 1 Dec 2013
Event19th Americas Conference on Information Systems, AMCIS 2013 - Chicago, IL, United States
Duration: 15 Aug 201317 Aug 2013

Publication series

Name19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World: Anything, Anywhere, Anytime
Volume2

Conference

Conference19th Americas Conference on Information Systems, AMCIS 2013
Country/TerritoryUnited States
CityChicago, IL
Period15/08/1317/08/13

Keywords

  • Aesthetic preferences
  • Design
  • Golden ratio
  • Interactive products

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Computer Science Applications
  • Information Systems
  • Library and Information Sciences

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