Measuring the Emotional Drivers of Visual Preference in China

The purpose of this research is to understand the visual preference of Chinese internet users and to create a visual language system that elicits key emotional experiences. Designers carefully selected a rich variety of visual stimuli that spanned different products / environments as well as abstract forms. A laddering interview methodology was used to elicit the emotions evoked by the different visual design cues. The results of the research were used to modify web page design.