Abstract

The web has become a mainstream communication tool used by companies, institutions, celebrities, and politicians to establish, reinforce, or repurpose their brand, almost bypassing more conventional branding media. In this scenario, understanding the effects of the different design qualities of a website on users ’ attitude towards the brand is of major importance. This paper contributes to the exploration of this issue by presenting a wide empirical study that investigates the degree to which users ’ perception of a brand is affected by different design aspects of a website, namely usability, aesthetics, and communicability. The results of this multidimensional analysis have implications on HCI research and practice, as they provide empirically founded guidelines to prioritize design choices in relationship to branding goals.