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Visual Appeal vs. Usability: Which One Influences User Perceptions of a Website More?

Summary. This study examines the effects of visual appeal and usability on user performance and satisfaction with a website. Users completed search and exploratory tasks on sites which varied in visual appeal (high and low) and usability (high and low). Results indicate that first impressions are most influenced by the visual appeal of the site. Users gave high usability and interest ratings to sites with high appeal and low usability and interest ratings to sites with low appeal. User perceptions of a low appeal website were not significantly influenced by the site’s usability even after a successful experience with the site. Another finding suggested users actively searching for information were more aware of usability issues than users who simply explored a site.