Follow Your Heart or Mind? Measuring Neurophysiological Responses and Subjective Judgments for Visual Aesthetics

摘要

This research-in-progress explores measurement of affective responses to visual stimuli by two methods: objective neurophysiological measures (galvanic skin conductance and facial electromyography) and subjective psychometric measures (self-report using survey). We aim to argue that neurophysiological measures can supplement traditional measures to capture effectively emotional responses to aesthetically manipulated visual design interfaces. Besides that, we also establish links between emotional responses: valence and arousal and aesthetics: classical and expressive to better understand the impact on design parameters on subconscious information processing.