The influence of visual complexity on initial user impressions: testing the persuasive model of web design

Shortly after fixating on webpages, users form initial impressions. These initial impressions influence how much users will use and return to websites. Researchers have understudied how objective design features (e.g. visual complexity) influence subjective perceptions of website content and the favorability of initial user impressions. In the present study, the influence of two dimensions of visual complexity – feature complexity and design complexity – were tested within the boundaries of the persuasive model of web design. More specifically, the study examined how visual complexity influences perceptions of visual informativeness, cues for engagement, favourable initial impressions, and behavioural intentions in a sample of young adults (N = 277). Results suggest relationships for both dimensions of visual complexity on all outcome variables using ANOVA and OLS regression procedures and that perceptions of visual informativeness and cues for engagement mediate the relationship between visual complexity and favourable initial impressions and behavioural intentions. The study offers support for the utility of the persuasive model of web design for linking objective design features with subjective design perceptions to better understand favourable initial user impressions.