The visual revolution and attention economy of the digital world have put visual aesthetic communication into the primary position of social media marketing. However, this phenomenon remains ...underexplored within social commerce research. This study thus develops a visual information adoption unimodel (VIAUM), to explore the relationship between visual aesthetics and social commerce intentions. Users with social commerce experience are invited to complete our online survey, and 321 valid data are collected. The results reveal that visual aesthetics has direct and indirect (
perceived usefulness) effects on the social commerce intention of users. Besides, interdependent self-construal (InterSC) strengthens the direct effect between visual aesthetics and social commerce intention. In contrast, independent self-construal weakens the mediation effects of perceived usefulness. This study is among the first attempts to empirically examine the intervening mechanism and boundary conditions between the visual aesthetics of self-presentation of micro-celebrity and the social commerce intention of consumers.
•We assess trade-offs between EEG quality and behavior for common task constraints.•Investigated constraints: fixation task vs. free gaze, and video vs. static stimuli.•Measures: EEG quality, ...aesthetic preference, task engagement, gaze and heart rate.•Video stimuli reduce eye movements, increase engagement and do not affect EEG SNR.•Fixation task only slightly increases SNR and does not significantly influence ratings.
Free gaze and moving images are typically avoided in EEG experiments due to the expected generation of artifacts and noise. Yet for a growing number of research questions, loosening these rigorous restrictions would be beneficial. Among these is research on visual aesthetic experiences, which often involve open-ended exploration of highly variable stimuli. Here we systematically compare the effect of conservative vs. more liberal experimental settings on various measures of behavior, brain activity and physiology in an aesthetic rating task. Our primary aim was to assess EEG signal quality. 43 participants either maintained fixation or were allowed to gaze freely, and viewed either static images or dynamic (video) stimuli consisting of dance performances or nature scenes. A passive auditory background task (auditory steady-state response; ASSR) was added as a proxy measure for overall EEG recording quality. We recorded EEG, ECG and eye tracking data, and participants rated their aesthetic preference and state of boredom on each trial. Whereas both behavioral ratings and gaze behavior were affected by task and stimulus manipulations, EEG SNR was barely affected and generally robust across all conditions, despite only minimal preprocessing and no trial rejection. In particular, we show that using video stimuli does not necessarily result in lower EEG quality and can, on the contrary, significantly reduce eye movements while increasing both the participants’ aesthetic response and general task engagement. We see these as encouraging results indicating that — at least in the lab — more liberal experimental conditions can be adopted without significant loss of signal quality.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Purpose
This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer ...diasporic identity.
Design/methodology/approach
This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.
Findings
This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.
Research limitations/implications
Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.
Practical implications
The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.
Originality/value
While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.
Various exquisite graphic designs that can be seen everywhere beautify people’s vision and influence people’s visual aesthetics subtly. This paper starts with the visual aesthetic elements of graphic ...design and discusses the construction of visual aesthetic element systems in graphic design by analyzing the composition elements and aesthetic characteristics. Secondly, it proposes to use the biological visual perceptual machine model to process information through two visual pathways in a hierarchical manner. The features of graphic design images are expressed, stored, and extracted using the visual information model. Finally, the effectiveness of the bio-visual perceptual model applied to the construction of visual aesthetic elements of graphic design is verified by the Caltech5 database, Caltech256 database, and Scene15 database. The results show that the classification accuracy of the bio-visual perceptron model is 94.28%, 91.36%, and 99.75% in Caltech5, Caltech256, and Scene15 databases, respectively, which is 23.12% higher than the accuracy of other neural network models on average. The bio-visual perceptron model proposed in this paper can accurately detect the elemental features in complex graphic design, which provides a new idea and method for rapid detection and recognition for graphic design workers.
The aesthetic appreciation of a picture largely depends on the perceptual balance of its elements. The underlying mental mechanisms of this relation, however, are still poorly understood. For ...investigating these mechanisms, objective measures of balance have been constructed, such as the Assessment of Preference for Balance (APB) score of Wilson and Chatterjee (2005). In the present study we examined the APB measure and compared it to an alternative measure (DCM; Deviation of the Center of "Mass") that represents the center of perceptual "mass" in a picture and its deviation from the geometric center. Additionally, we applied measures of homogeneity and of mirror symmetry. In a first experiment participants had to rate the balance and symmetry of simple pictures, whereas in a second experiment different participants rated their preference (liking) for these pictures. In a third experiment participants rated the balance as well as the preference of new pictures. Altogether, the results show that DCM scores accounted better for balance ratings than APB scores, whereas the opposite held with respect to preference. Detailed analyses revealed that these results were due to the fact that aesthetic preference does not only depend on balance but also on homogeneity, and that the APB measure takes this feature into account.
Purpose
The purpose of this paper is to examine the strategic importance of visual aesthetics and presentation modality for consumer responses to fashion luxury brand content posted on Instagram.
...Design/methodology/approach
A content analysis of 40,679 posts on the official Instagram accounts of 15 global luxury brands was conducted.
Findings
Brand posts using expressive aesthetic image received more likes and comments on Instagram than those with classical aesthetics. Brand video content received more likes and comments than static content. There was also a significant interaction between visual aesthetics and presentation modality in generating likes and comments. Brand content adopting expressive aesthetic and audio-visual modality generated more responses when using audio-visual modality, while content using classical aesthetics produced more responses in a visual-only format.
Practical implications
As visual aesthetics and modality resulted in different responses to Instagram ads, luxury marketers should consider using appropriate approaches when creating brand posts on Instagram.
Originality/value
This is one of the few studies examining the effectiveness of visual aesthetics and presentation modality in Instagram advertising, especially in luxury fashion brand context.
Abstract
With the continuous progress of The Times, the traditional paper graphic design has been unable to meet the needs of graphic design, through the use of computer aided technology in graphic ...design visual aesthetics, can effectively improve the aesthetic sense of the work. In this paper, first of all, the visual aesthetics of graphic design and graphic design of the construction type and computer aided technology analysis, at the same time, the specific application of computer aided technology in graphic design, for the reader’s reference.
Interior finishing material selection is crucial in creating a desirable living environment. However, the evaluation criteria in the current approach to interior finishing material selection are ...limited to quantitative indicators such as material energy performance and life expectancy. Qualitative requirements such as visual-aesthetics preference, on the other hand, are overlooked. In this regard, this research proposes a novel immersive virtual reality (IVR)-based approach for user-centered interior finishing material selection which incorporates both visual aesthetics and conventional material performance. Conventional material performance is factored into a multi-criteria decision making analysis to determine finishing material type. On this basis, final material products are selected by interactively evaluating homeowner's visual-aesthetics preference during interactive particle swarm optimization algorithm (IPSO)-based material collocation optimization. Here a prototype system is developed within a game engine environment, Unity 3D, and implemented in the form of a head-mounted display device, HTC Vive, in order to provide an interactive and immersive user experience. A typical two-storey residential townhouse is used as a case study to test the developed prototype system. The test results show the proposed approach to be capable of effectively assisting users in selecting their desired interior finishing materials.
•Current method to involving end-users in material selection is inefficient and ineffective.•Novel IVR-based integrated approach for user-centered material selection is proposed.•Both visual aesthetics of end-users and material performance indicators are considered.•Aesthetics of material collocation is optimized using IPSO within IVR environment.•A prototype system is developed in Unity 3D with VR device for demonstration.
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GEOZS, IJS, IMTLJ, KILJ, KISLJ, NLZOH, NUK, OILJ, PNG, SAZU, SBCE, SBJE, UILJ, UL, UM, UPCLJ, UPUK, ZAGLJ, ZRSKP
Spotlight
Impressions at first glance matter in the digital world in that they could lead to a lasting impact on credibility perceptions, usage intention, and user satisfaction. This research ...investigates how different forms of visual aesthetics (i.e., classical vs. expressive aesthetics) influence web page impression formation. We explicate a theoretical model of web page impression formation with a temporal sequence of processing stages: automatic visual processing, attentive visual processing, and impression formation, which in turn affects approach-avoidance tendencies. Our findings show the importance of web page impression at first glance, as it can significantly influence the approach tendency toward a web page. In addition, whether a web page can impress users positively depends on the arousal and attention induced by visual aesthetical elements under different time conditions. Our research also suggests that website designers and testers should attach importance to the balance between conservative and innovative designs to maximize their effects on web page impression formation.
Impressions at first glance matter in the digital world in that they could lead to lasting impact on credibility perceptions, usage intention, and user satisfaction. Past studies have found that much of impression formation is affected by visual design-related features. Despite its importance, little is known of how different forms of visual aesthetics (i.e., classical vs. expressive aesthetics) influence web page impression formation. Drawing on impression formation literature and cue utilization theory, we formulate a theoretical model of web page impression formation with a temporal sequence of processing stages: automatic processing, initial perception confirmation, and impression formation, which in turn affects approach-avoidance tendency. We conduct two within-subject studies to collect both self-reported and eye movement data to test our predictions. Using real-world web pages as stimuli, the first study reveals that people engage in both automatic processing and attentive processing to form web page impressions, and arousal (measured by pupil size) shapes how people allocate attention (measured by peak duration and fixation count) to visual aesthetics. Using web pages with manipulated aesthetics in the second study, we illuminate the theoretical logic of web page impression formation by showing that people first engage in automatic processing and then engage in attentive processing. Both studies provide strong empirical support for the mediating role of arousal on the effects of visual aesthetics on attention allocation. These findings contribute to an initial theoretical understanding of visual aesthetics effects on impression formation in the digital world and provide important implications for website designers.
Abstract
The utilization of computer-aided analysis in graphic design mainly focuses on the design and testing of works, which helps to realize the effective use of visual aesthetics in graphic ...design works, and can maximize its effectiveness, so it has important research value. Based on this, this paper first analyzes the method of computer-aided graphic design, and then studies the parametric, modular and visual design in computer-aided graphic design, and finally gives the computer-aided analysis process of visual aesthetics of graphic design.
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