Visualizing e-brand personality: Exploratory studies on visual attributes and e-brand personalities in Korea

Su E. Park, Dongsung Choi, Jinwoo Kim

Research output: Contribution to journalArticlepeer-review

43 Citations (Scopus)


The brand personality of an online product and service, usually represented by a Web site, is known as its e-brand personality. In the competitive conditions of online markets, e-brand personality is agreed to be an important factor in securing distinctive identity; however, few studies have suggested how to establish e-brand personality through the visual design of Web sites. This study explores the feasibility of constructing target e-brand personalities for online services by using visual attributes. It consists of 3 consecutive studies. The 1st study identified four major dimensions of e-brand personality on diverse Web sites. The 2nd study used 52 experimental home pages to identify key visual attributes associated with those 4 personality dimensions. The 3rd study explored whether those findings from the 2nd study can be applied in constructing Web sites for online services. The results showed that 2 visual attributes - simplicity and cohesion - are closely related to a bold personality. Three attributes - contrast, density, and regularity - can be used to create a Web site that has an analytical personality. Contrast, cohesion, density, and regularity are closely related to a Web site that is perceived to have a friendly personality. Regularity and balance were expected to be related to the sophisticated personality dimension, but no such relation was identified in the 3rd study. The article concludes with a discussion of implications, limitations, and future research directions.

Original languageEnglish
Pages (from-to)7-34
Number of pages28
JournalInternational Journal of Human-Computer Interaction
Issue number1
Publication statusPublished - 2005

Bibliographical note

Funding Information:
Su-e Park is now at the Contents Design Department, Seoul Women’s University, Seoul, Korea. This research was supported by a Korea Research Foundation Grant (KRF–2002–005–H20002). Requests for reprints should be sent to Su-e Park, Sang Dae Shin Kwan, #613, Yonsei University, Seoul, 120–749, Korea. E-mail:;

All Science Journal Classification (ASJC) codes

  • Human Factors and Ergonomics
  • Human-Computer Interaction
  • Computer Science Applications


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