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Multimedia webpage visual design and color emotion test

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Abstract

Colors and visual design are the main visual languages for expressing the emotions and content of a webpage. The layout of a webpage is crucial to website aesthetics and affects user preference. A webpage’s title, image, colors, and structure affects the design style of its visual interface. This study consisted of two experiments. Experiment 1 focused on the color emotional characteristics of multimedia webpage color combinations and identified the most popular dual-tone color designs for multimedia webpages. Experiment 2 involved an examination of the optimal visual effect design for multimedia webpage composition. Ten types of geometric shapes were selected and combined with dynamic pictures, and the combined products were then used to conduct a multimedia dynamic pictorial webpage experiment; the purpose of the experiment was to test the effects of geometrical dynamic shapes on webpage psychology and determine the most popular multimedia dynamic picture visual design style. The researchers used semantic differential and Likert scales to conduct psychological tests aimed at measuring psychological reactions to various webpage colors and visual designs. The results indicated that the most popular color combinations for multimedia webpages are cyan and gray, cyan and black, and blue violet and gray. The most suitable graphic shape for multimedia visual designs is the oval and square dynamic picture composition. The results of the multimedia webpage color and visual effect design experiments can serve as a reference for webpage design-related research and to webpage designers.

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Funding

Sanming University. Research Foundation for Advanced Talents, Grant Number: 21YG02S.

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Authors and Affiliations

  1. Department of Product Design, Sanming University, Sanming, Fujian, China

    Lungwen Kuo

  2. Department of Education, Tzu Chi Academy, Cupertino, CA, USA

    Tsuiyueh Chang

  3. Department of Industrial Design, Tatung University, Taipei, Taiwan

    Chih-Chun Lai

Authors
  1. Lungwen Kuo
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  2. Tsuiyueh Chang
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  3. Chih-Chun Lai
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Contributions

Although this study adopted dynamic web pages on tourist landscape in the experiments, the experimental results provide a theoretical and practical reference for the selection of appropriate colors and design styles for tourism websites and web pages of other product types. This research acts as a reference for web design researchers and website designers.

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Correspondence to Tsuiyueh Chang.

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Kuo, L., Chang, T. & Lai, CC. Multimedia webpage visual design and color emotion test. Multimed Tools Appl 81, 2621–2636 (2022). https://doi.org/10.1007/s11042-021-11684-4

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  • DOI: https://doi.org/10.1007/s11042-021-11684-4

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