1. MMPR30023 Research Project Artefact 1 N0407623 Tanya Wood

2. Artefact One I created an online survey focusing on: The importance of aesthetic elements of a website. The purpose of this survey was to explore what aesthetic elements of a website users feel are important and to then review if the data collected supports my critical reading and research on the subject.

3. Survey Data Analysis This online survey was completed by a total of 19 users. Users selected to complete this questionnaire came from a variety of backgrounds from students, to work professionals to mature friends and family members.

4. Whilst it can be argued that all of the elements (left) are important factors in the overall design of a website I felt that it would be useful to get feedback from users on key elements of a site they consider to be most important. By asking this question and collecting my data I hope that it will help me make informed choices during the future design processes of the websites I create.

5. Survey Q1 Findings Overall layout was marked as what users to be the most important element of a website with an average ranking of 3.33. Other key elements highlighted were colour with an average rating of 3.94, along with content (4.00) and imagery(4.39).

6. Users were then asked to comment on the site (left). In specific commenting on design aspects of the site they liked.

7. Key comments of feedback from the Cineworld webpage design are below. Again key elements that users are identifying as what they like the most/what is visually pleasing are elements such as layout and colour.

8. Users were then asked to comment on the above site, what elements they felt are aesthetically poor and why.

9. Key comments of feedback from the 007webpage design are below. Many commented that the overall layout was extremely confusing and overall gave the site an unprofessional look. Also many commented that the use of colour and imagery was bland not professional looking.

10. Users were then asked to give a list of their favourite 3 websites and explain why they like these websites. Answers below:

11. Comments on why users had chosen the previous sites as their favourites are below. Consistent elements are being highlighted through this questionnaire such as layout, colour and simplistic design.

12. Artefact One Evaluation By creating this questionnaire and analysing the feedback it is clear that there are many key aesthetic elements of a website. Layout and colour scheme throughout the survey have been highlighted as key elements a user considers to be important in a websites overall design. These findings do support much of my earlier research that I have conducted for example Anon,2011 discusses the 7 elements of an aesthetically pleasing website “1. Color One of the most powerful subliminal visual tools is the deliberate use of color to influence the user experience on a website. Reds are “hot” colors and command attention. Blues and greens are “cool” colors and have a calming effect. Think carefully about the colors you choose for your background, headers, navigation and links. Test different colors methodically to determine the most effective palette for your audience and message.

13. 2. Images A picture tells a thousand words. But the wrong picture is a waste of precious real estate. Whether you use photography, diagrams or illustrations, be sure to select imagery that will be appealing to your audience and is also relevant and truly adds value to your message. Anon,2011 7 Elements of an aesthetically pleasing website (online) available at: http://www.appliedi.net/blog/7-elements-of-an- aesthetically-pleasing-website/ (accessed 11 th November 2013).http://www.appliedi.net/blog/7-elements-of-an- aesthetically-pleasing-website/ These two aesthetically elements (points 1.&2. above) have clearly been highlighted within my survey as elements users consider to be important in the overall design of a site.

14. Zorzini, 2013 also discussed the importance of aesthetics in web design “ Making your site look pretty and attractive is what’s known as aesthetics. Aesthetics are a huge component of web design, as we all know. Most people started in the field of web design because you like art, designs, and how objects flow on a website. Your web design should do exactly that: flow. Many of the websites that fail wonder why. The answer is usually partly due to a lack of passion. Your website needs to find its niche and target audience and use that to develop those conversions! The flow of your website comes from 3 simple aspects….Give your website purpose…Give your users direction…give your users content!”Zorzini, 2013 On the importance of web design (online) available at: http://inspiredm.com/on-the-importance-of- web-design/ (accessed 8 th November 2013). http://inspiredm.com/on-the-importance-of- web-design/

15. Zorzini, 2013 also discussed the importance of aesthetics in web design “ Making your site look pretty and attractive is what’s known as aesthetics. Aesthetics are a huge component of web design, as we all know. Most people started in the field of web design because you like art, designs, and how objects flow on a website. Your web design should do exactly that: flow. Many of the websites that fail wonder why. The answer is usually partly due to a lack of passion. Your website needs to find its niche and target audience and use that to develop those conversions! The flow of your website comes from 3 simple aspects….Give your website purpose…Give your users direction…give your users content!”Zorzini, 2013 On the importance of web design (online) available at: http://inspiredm.com/on-the-importance-of- web-design/ (accessed 8 th November 2013). http://inspiredm.com/on-the-importance-of- web-design/

16. Anon, 2013 argues that although visual appeal is important in web design it’s not the highest priority you should consider when designing a website “First of all, yes visual appeal is important. But that’s not the highest priority and you must consider that everyone has different tastes, preferences and likes. It’s kind of like art. Some people like dark and mysterious, while others prefer colorful and lively, and yet another crowd may prefer the abstract or strange. Unless you’re selling artwork on your website, then many of these typical rules should fall further down the scale of priorities.” Anon 2013 The importance of aesthetics in web design (online) available at: http://www.5stonesmedia.com/blog/the-importance-of-aesthetics-in- web-design (accessed 14 th November 2013). http://www.5stonesmedia.com/blog/the-importance-of-aesthetics-in- web-design Within the article (above) it is highlighted that other components are equally as important when designing a website. Such as: Flow, Branding, Colour, Images, Balance, Communication, Social Media Integration and Flexibility.

17. Consideration Artefact 2 Based on my research and feedback from my user questionnaire I now aim to conduct further research regarding other components that create a visually appealing website. I aim to experiment with different ideas by creating a variation of wireframes and website mock-ups for my own portfolio website. I will then reflect on my findings and test my designs on users. This feedback will then inform my next artefact.