The Correlation between Visual Complexity and User Trust in On-line Shopping: Implications for Design

  • Kai-Ti Tseng
  • Yuan-Chi Tseng
Part of the Lecture Notes in Computer Science book series (LNCS, volume 8512)


Perceived visual aesthetics of a web site positively affects a user’s credibility assessment of the site and less visual complex web page is associated with more favorable attitudes toward the page. Here we further investigate whether the visual complexity of a web site affects its aesthetic preference and as a consequence is associated with the users’ credibility. Two experiments with on-line payment scenario were conducted. Experiment 1 shows users trust pages with higher text-based complexity more. Experiment 2 shows perceived image-based complexity is negatively correlated with credibility. Our results show text-based complexity and image-based complexity have different effects on the credibility of on-line shopping site. Designers can decrease image-based complexity of a web site to increase users’ aesthetic preference and trust. This work can serve as the fundament to develop an automatic evaluation tools to predict the users’ trust and preference of a web page based on the visual complexity computation.


Credibility Aesthetics Complexity E-commerce Visual Design 


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Copyright information

© Springer International Publishing Switzerland 2014

Authors and Affiliations

  • Kai-Ti Tseng
    • 1
  • Yuan-Chi Tseng
    • 1
  1. 1.YCT Cognition & Experience Design Lab, Department of Industrial DesignNational Cheng Kung UniversityTainanTaiwan

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