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Article
Efficiency, Trust, and Visual Appeal: Usability Testing through Eye Tracking
Proceedings of the Forty-Third Annual Hawaii International Conference on System Sciences (HICCS), Computer Society Press
  • Soussan Djamasbi, Worcester Polytechnic Institute
  • Marisa Siegel, Fidelity Investments
  • Tom Tullis, Fidelity Investments
Document Type
Article
Publication Date
1-1-2010
Abstract

Creating a positive user experience is a fundamental element of producing a successful web page. Three important components of user experience are visual appeal, trust, and efficiency. This study extends past research by examining the effect of images of faces on the visual appeal, efficiency, and trustworthiness of a page. Data is collected using both subjective ratings and objective measurements, including eye tracking. Analysis indicates that users find a page that has images of people’s faces more appealing than a page that has no images of faces and perform tasks more quickly when there are faces present. Additionally, analysis reveals a strong positive correlation between trusting the informational content of a page and its visual appeal. This research has important implications for theory and practical applications.

Conference Title
Forty-Third Annual Hawaii International Conference on System Sciences (HICCS)
Citation Information
Soussan Djamasbi, Marisa Siegel and Tom Tullis. "Efficiency, Trust, and Visual Appeal: Usability Testing through Eye Tracking" Proceedings of the Forty-Third Annual Hawaii International Conference on System Sciences (HICCS), Computer Society Press (2010) p. 1 - 10
Available at: http://works.bepress.com/soussan_djamasbi/32/