The Effect of Novelty and Typicality on Aesthetic Appeal of Websites
Tests the MAYA (Most Advanced, Yet Acceptable) principle for websites: how novelty and typicality predict aesthetic appeal.
Citation
Silvennoinen, J., Kotkajuuri, J., & Kujala, T. (2026). The Effect of Novelty and Typicality on Aesthetic Appeal of Websites. International Journal of Human–Computer Interaction, 42(12), 9335–9349.
Method
Survey of 108 participants rating six commercial and six service websites, analyzed with linear mixed-effects models.
Claims used
- Novelty and typicality both predicted website appeal, supporting MAYA.
- Novelty was more strongly associated with appeal than typicality, particularly for service sites; typicality mattered more for commercial sites.
Limitations: Twelve sites rated in a survey, not timed exposure.
Extracted principles
- Novel, yet recognizableInsufficient evidence
Attractive websites balance novelty with familiarity for their type; novelty may matter more for service sites and typicality for commercial sites.
Project presentation