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Using awe in the design of an architectural company's website to elicit emotional responses from users

Lopatina, Veronika (2023) Using awe in the design of an architectural company's website to elicit emotional responses from users.

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Abstract:Background: company websites are vital in today's business world, as their design elements significantly impact success. Well-designed websites enhance user experience, establish credibility, and foster brand loyalty. Incorporating awe-inspiring visuals, especially in creative sectors like architecture or design, plays a crucial role in captivating and engaging visitors. Aim: the current study aims to investigate the potential of awe in visualizations within the context of architectural websites, exploring its influence on users' emotional responses, as well as its impact on their subsequent company evaluation and architecture appreciation. Method: an online questionnaire with 2 x 2 x 2 between respondent experimental design was distributed among 224 participants via convenience sampling method. Results: the study findings indicate that the inclusion of image vastness, size, and textual cues on an architectural company's website can effectively elicit awe, thereby impacting users' emotional responses and influencing their appreciation of architecture. By inducing awe and implementing thoughtful design principles, there is potential for enhanced user engagement and perception, extending beyond the realm of architecture alone. Relevance: the research provides guidance for incorporating awe-inducing elements and design principles on company websites, enhancing user engagement and perception. The findings offer valuable insights for optimizing digital interfaces and advancing design practices, driving innovation and improving user experiences. Future research can further refine the integration of awe-inspiring elements, continuing to enhance website design and user engagement.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Communication Studies MSc (60713)
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