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An Affective Design Guideline to Optimize Higher Institution Websites

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Proceedings of the 7th International Conference on Kansei Engineering and Emotion Research 2018 (KEER 2018)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 739))

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Abstract

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.

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Author information

Authors and Affiliations

  1. Asia Pacific University (APU), Kuala Lumpur, Malaysia

    Nurwahida Faradila Taharim, Nur Khairunnisha Zainal & Wei Xiang Lim

Authors
  1. Nurwahida Faradila Taharim
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  2. Nur Khairunnisha Zainal
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  3. Wei Xiang Lim
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Corresponding author

Correspondence to Nur Khairunnisha Zainal .

Editor information

Editors and Affiliations

  1. Faculty of Computer and Mathematical Sciences, Universiti Teknologi MARA, Shah Alam, Selangor, Malaysia

    Anitawati Mohd Lokman

  2. Faculty of Art and Design, University of Tsukuba, Tsukuba, Ibaraki, Japan

    Toshimasa Yamanaka

  3. Department of Industrial Design, Eindhoven University of Technology, Eindhoven, The Netherlands

    Pierre Lévy

  4. College of Communication and Design, I-Shou University, Kaohsiung, Kao-hsiung, Taiwan

    Kuohsiang Chen

  5. School of Art and Design, University of Tsukuba, Tsukuba, Ibaraki, Japan

    Shinichi Koyama

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Taharim, N.F., Zainal, N.K., Lim, W.X. (2018). An Affective Design Guideline to Optimize Higher Institution Websites. In: Lokman, A., Yamanaka, T., Lévy, P., Chen, K., Koyama, S. (eds) Proceedings of the 7th International Conference on Kansei Engineering and Emotion Research 2018. KEER 2018. Advances in Intelligent Systems and Computing, vol 739. Springer, Singapore. https://doi.org/10.1007/978-981-10-8612-0_80

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  • DOI: https://doi.org/10.1007/978-981-10-8612-0_80

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-10-8611-3

  • Online ISBN: 978-981-10-8612-0

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