Web aesthetics and usability: An empirical evaluation of white space

The Human Computer Interaction (HCI) research community constantly seeks to improve of the users' web experience. Usability is arguably the most essential component of a user's online experience on the Web. Nevertheless, in recent years, the need to explore new and non-traditional factors (such as visual aesthetics and perceived attractiveness) that may impact usability has arisen. This study contributes to the field by exploring the relationships between the classical design element of white space, the perceived attractiveness of the website, and the latter's usability. A between-subject research design involves the manipulation a website's utilized white space. Three different versions were constructed, using 25, 50 and 75 percent of the website's white space respectively. Findings include a strong relationship between, the perceived attractiveness and the perceived usability of a website. The study suggests that the usability of a website is impacted more negatively when the white space increases over 50 percent. When the white space decreases lower than 50% the impact is not significant. Both practitioners and researchers should consider that in the context of eCommerce Web design, subtraction of content and shrink of visual elements may negatively impact the usability of a website.