Effects of picture amount on preference, balance, and dynamic feel of Web pages.

This study investigates the effects of picture amount on subjective evaluation. The experiment herein adopted two variables to define picture amount: column ratio and picture size. Six column ratios were employed: 7:93,15:85, 24:76, 33:67, 41:59, and 50:50. Five picture sizes were examined: 140 x 81, 220 x 127, 300 x 173, 380 x 219, and 460 x 266 pixels. The experiment implemented a within-subject design; 104 participants were asked to evaluate 30 web page layouts. Repeated measurements revealed that the column ratio and picture size have significant effects on preference, balance, and dynamic feel. The results indicated the most appropriate picture amount for display: column ratios of 15:85 and 24:76, and picture sizes of 220 x 127, 300 x 173, and 380 x 219. The research findings can serve as the basis for the application of design guidelines for future web page interface design.