[c117] E. Papachristos, N. Tselios, N. Avouris, Bayesian modelling of impact of colour on web credibility, Proceedings of 17th European Conference on Artificial Intelligence ECAI 2006 , Riva del Garda, Italy, August 28 - September 1, 2006, pp. 41-45, IOS Press. (pdf)
Abstract Colour plays an important role in web site design. The selection of effective chromatic combinations and the relation of colour to the perceived aesthetic and emotional value of a web site is the focus of this paper. The subject of the reported research has been to define a model through which to be able to associate colour combinations with specific desirable emotional and aesthetic values. The presented approach involves application of machine learning techniques on a rich data set collected during a number of empirical studies. The data obtained were used to train a Bayesian Belief Network which associated a simple chromatic model to perceived aesthetic and emotional dimensions. A set of tools that have been build in the process to support the methodological framework and ensure its reusability with minimal effort, are also described.