Section 1 Visual Processing

**Chapter 1**

*Fatima Isiaka*

objects they had viewed.

**1. Introduction**

**3**

**Abstract**

Towards an Optimisation of Visual

Visual aesthetics is a crucial aspect of visual experience, and very few amount of knowledge is distributed to people on how some visual colors are more pronounced than others or why users prefer some colors to others. There are few articles that have written topics on the natural adaptations and how colour can affect people. In this chapter, we lay special emphasis on improving methods on visual aesthetics for user interaction by applying natural valence modelling where color preferences arise from user's average affective response to visual aesthetics, that is mostly related to objects or things around us. A simple experiment conducted as provided support in respect to this phenomenon. Users like or prefer very strong and sharp colors that attract the eyes and dislike colors that are less sharp or clear to human vision. This natural valence modelling agrees more to the data collected and gives a more plausible or very comprehensive meaning to how users prefer the colors of

Aesthetics for User Interaction

**Keywords:** visual aesthetics, user interaction, natural valence modelling,

There are very few things that influence human behaviour, which affect their colour preferences as an important aspect of visual experience, such things could be website design, purchase of electronics or home appliances, and buying of personal thing like clothes, shoes and bags. Most people might not understand why they prefer some colors objects (**Figure 1**) to others due to this psychological or behavioural experiences demonstrated by most users when involved in certain activities from most scientific studies [1–3]. Of recent, these explanations have been speculated on how and why users prefer different colours maybe others more preferable than some. Sometimes, colour choices tend to originate from how they are conveyed to humans or users. Most colours attract users at first contact with the eyes while others simple discourage or feel less attractive to approach. Hassenzahl [4] suggested that colour preferences are subconsciously ignited or planted into human memory on a neutral responsive base that are interpreted as some form of support for the biological adaptive theory of colour preferences. The color planted in human memory improves the performance on evolutionary biological phenomena such as how tentative users find some dresses in red more attractive to wear than dresses in brown or green. So to optimise, genetics tune this to behavioural

optimization, color vision, empirical experiments
