Predicting the Impact of Advertisements on Web Pages Aesthetic Impressions

摘要

In this paper we study the advertisements impact on the users" aesthetic judgement of a web page layout. We obtain the prediction from a regression model, considering a set of image features calculated on the web page rendering. In particular, we analyse the effects on two different predictors: the colourfulness and the visual complexity. We compared the prediction against ground-truth values, obtained through a user study. We conclude that the prediction model behaves correctly for the perceived complexity, but it is not able to predict the increase on the colourfulness ratings. Finally, we discuss a browser extension that takes advantage of the predictive model for analysing the effects of both the advertisement layout and position on the user's aesthetic impression.