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Fuzzy Inferencing in the Web Page Layout Design

The Web page layout design is a complex and ill-structured problem where the evolving tasks, inadequate information processing capabilities, cognitive biases and socio-emotional facets frequently hamper the procurement of a superior alternative. An important aspect in selection of a superior Web page layout design is the evaluation of its fitness value. Automating the fitness evaluation of layouts seems to be a significant step forward. Such efforts require quantification of highly subjective Web page design guidelines in the form of some fitness measure. These Web usability and design guidelines come from experts who provide vague and conflicting opinions. This paper proposes the utilization of fuzzy technology in modeling such subjective, vague, and uncertain Web usability and design guidelines.