Integrating Usability, SEO, Linguistic, and Semiotic Evaluations: An Empirical Study

Human-computer interaction (HCI) and Information systems (IS) research has traditionally focused on usability concerns, such as interaction efficiency and efficacy; aesthetics have been ignored (Lavie & Tractinsky, 2004, p. 269-298). In fact, some argue that aesthetic concerns in product design are detrimental to its perceived utility. However, this viewpoint is no longer prevalent in the academic world. Current thinking acknowledges aesthetics’ influence on the perceived quality of interaction (Lavie & Tractinsky, 2004, p. 269-298). Emerging research has shown that the perceived quality of a website’s aesthetics influences users’ attitudes toward the website, and visually pleasing websites may reach high levels of user satisfaction (Jiang et al., 2016, p. 229- 259).
After Tractinsky et al. (2000, p. 127-145) found a link between how pleasant an interface looks and how easy it is to use, HCI researchers became more interested in aesthetics (Moshagen & Thielsch, 2010, p. 689-709). In this respect, Beaird (2007) emphasizes that usability and aesthetics influence the quality of a website’s design. There is a practicality criterion that emphasizes utility and efficiency in displaying information: user experience (UX), and a purely aesthetic criterion that concentrates on the presentation itself, visuals, and animation: user interface (UI) (p. 1-29).

It is vital to remember that design is communication. The objective is to reach a large audience and maintain their attention. In other words, a successful website must be visually appealing and simple to browse for all types of users in order to attract and retain visitors. Lawrence & Tavakol (2006, Chapter 4) research about website design indicates that the aesthetic appeal of a website is a significant element in website evaluation and user experience. In the same vein, Norman (2005, Part II) asserts that aesthetic design impacts user preferences more than usability. Consequently, even with poor perceived usability, a visually appealing website may nonetheless earn high user satisfaction. Before actual usage of a website, there is a high probability of a positive effect of perceived aesthetics on perceived usability, and the two components are tightly associated because websites that people view as aesthetically pleasing are also regarded as being simple to use.
Other research indicates more complicated interactions between the two web components since specific criteria must be met for favourable results to exist. For instance, when the aesthetic aspects of websites are examined under the “classical” or “expressive” dimensions, as defined by Lavie & Tractinsky (2004), aesthetically pleasing web pages on the classical dimension have higher positive associations with usability. Classical web designs are straightforward and uncomplicated (p. 269-298). De Angeli et al. (2006) found that complex and sophisticated expressive designs have a weaker correlation with usability (p. 271-280).
Moreover, when users approach the Web with a less serious purpose, functioning difficulties are readily overlooked, allowing for the possibility of a favourable evaluation of aesthetics. In the face of a significant usability issue, this favourable notion of aesthetic may begin to disappear for more important uses (Hartmann et al., 2008, p. 1-30). As a result of interacting with a website, usability influences perceived aesthetics. Low usability correlates with worse aesthetic scores.

Beaird (2007) also emphasizes the importance of aesthetics and their impact on website usability, arguing that designers must strike a balance between aesthetics and usability. The danger that the “art” of a website’s design might negatively affect its usability is highlighted. It’s also conceivable for poor use and functionality to destroy aesthetic value. Aesthetics and usability are virtually inextricably linked (p. 1-29).
In conclusion, usability design and aesthetic design are deeply associated; modifications to one often affect and alter the features and qualities of the other.
In the following paragraphs, we will discuss the aesthetics of the website, which include navigation, layout, fonts, colors, and images.