Web design for different generations—initial impact of web aesthetics : differences in emotional responses to web aesthetics between Generation X and Generation Z

As the digital age matures, we seek to understand the Generation X and Generation Z, precisely their visual perception and emotional responses to the different dimensions of online aesthetics - classical and expressive. The development of digital products and environments with a specific user experience in mind is beneficial for creating the most suitable outcome. Emotional responses to the different aesthetics can have an impact on consumers' behaviour as well as on their opinion and the image of the digital content presented. Previous research has proven that age has an impact on visual perception and online experience, but little is known about differences in needs and approaches between the important web user groups of Generation X and Generation Z when presented with a web interface. Our research focuses on their emotional responses and initial reactions towards website interfaces that have been influenced by a specific aesthetic style and seeks to find observations to improve the online experience of these two generations. The study examined individuals from Generation X and Generation Z by conducting semi-structured interviews. We focused on two aesthetic extremes - classical design and expressive design. Participants were shown websites with high levels of the two contrasting aesthetics and asked to review their feelings caused by the websites and thoughts about the designs. Three categories of sites were used to expand the scope of websites: e-commerce, articles, and portfolios. This study found no major concrete differences between the generations and how they perceived the aesthetic extremes and reacted to them. Both generations preferred web interfaces with classical aesthetics. However, we have identified some critical structural needs that our participants have expressed irrelevant to the aesthetic direction of the page. Pages with entertainment value benefited from a more expressive aesthetic and the sites where functionality is a higher priority benefitted from a more classical aesthetic. We also came to the conclusion that none of the generations preferred a single specific aesthetic direction, therefore, no definite aesthetic preferences for either generation could be drawn. Nonetheless, small differences in emotional responses were defined. Generation Z was more open towards more expressive and visually engaging sites compared to Generation X which sought comfort in their online experience and therefore preferred classical aesthetics