Aesthetic evaluation method for interactive interface layouts on the basis of visual cognitive multi-attribute fusion decision making

Abstract

The emergence of a new model for online shopping for fresh e-commerce products has been spurred by the COVID-19 pandemic and the development of internet technology. The design of the interactive interface, which is the bridge that connects merchants and users, directly impacts consumers' willingness to make purchases. Therefore, designing an aesthetically pleasing interface that attracts customers and improves users' cognitive efficiency is a core issue in design for fresh e-commerce. In this paper, a method based on user visual cognition and eye-tracking technology is proposed, and the entropy weight–TOPSIS method is applied to evaluate the aesthetics of interfaces. First, sequence, simplicity, density, and dominance are selected as the aesthetic evaluation indices in accordance with the characteristics of users' visual cognition, and an aesthetic calculation formula is established. Second, a comprehensive evaluation index system for interface layout aesthetics is constructed on the basis of the mapping relationship between the aesthetic measurement indices and eye-movement indices. Finally, the entropy weight method is used to objectively weigh the eye-movement data, and then the transformed aesthetic measurement values are subjected to the TOPSIS method of multi-attribute decision-making. This study verified the effectiveness and practicality of the proposed method by taking three typical fresh e-commerce interfaces as examples. The established interface layout aesthetics and eye-movement correlation evaluation index system can address the problem of the lack of quantitative research on users’ cognitive features.