TY - GEN
T1 - Exploring the aesthetic effects of the golden ratio in the design of interactive products
AU - Tractinsky, Noam
AU - David, Efrat
AU - Krupnik, Arseny
PY - 2013/12/1
Y1 - 2013/12/1
N2 - 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.
AB - 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.
KW - Aesthetic preferences
KW - Design
KW - Golden ratio
KW - Interactive products
UR - https://www.scopus.com/pages/publications/84893325868
M3 - Conference contribution
AN - SCOPUS:84893325868
SN - 9781629933948
T3 - 19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World: Anything, Anywhere, Anytime
SP - 1585
EP - 1594
BT - 19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World
T2 - 19th Americas Conference on Information Systems, AMCIS 2013
Y2 - 15 August 2013 through 17 August 2013
ER -