An Affective Design Guideline to Optimize Higher Institution Websites

  • Nurwahida Faradila Taharim
  • Nur Khairunnisha Zainal
  • Wei Xiang Lim
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 739)


Website design has become an important component in the product design field. Website design that focuses on visual appeal can affect user experience when they surf the Internet. If multimedia design contents are not well organized, users may be having difficulty in searching, thus feeling lost. As a result, users might stop using and close the program. Thus, aesthetical appealing on web interface should be considered to attract users to keep visiting the website. Therefore, this research aims to incorporate users’ emotions into the visual design of higher institution websites to maximize user experience. Kansei Engineering (KE) is proposed as a methodology to identify the psychological feelings of websites that can trigger and mediate emotional responses of users. Cronbach’s Alpha is conducted to validate the produced data. Partial Least Square analysis is used to translate emotions into design elements and to investigate the influence of design elements to emotion. The research will produce an emotional design guideline and a website prototype that elicits targeted emotions is implemented.


Kansei Engineering (KE) Human Computer Interaction Visual Design 


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Copyright information

© Springer Nature Singapore Pte Ltd. 2018

Authors and Affiliations

  • Nurwahida Faradila Taharim
    • 1
  • Nur Khairunnisha Zainal
    • 1
  • Wei Xiang Lim
    • 1
  1. 1.Asia Pacific University (APU)Kuala LumpurMalaysia

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