User evaluations of design complexity: The impact of visual perceptions for effective online health communication

•Design complexity functions as a predictor for online evaluations.•Increased design complexity leads to more favorable message evaluations.•Design complexity influences technology acceptance and information processing.

ObjectiveThis paper highlights the influential role of design complexity for users’ first impressions of health websites.MethodAn experimental design was utilized to investigate whether a website's level of design complexity impacts user evaluations. An online questionnaire measured the hypothesized impact of design complexity on predictors of message effectiveness.ResultsFindings reveal that increased design complexity was positively associated with higher levels of perceived design esthetics, attitude toward the website, perceived message comprehensibility, perceived ease of use, perceived usefulness, perceived message quality, perceived informativeness, and perceived visual informativeness.ConclusionThis research gives further evidence that design complexity should be considered an influential variable for health communicators to effectively reach their audiences, as it embodies the critical first step for message evaluation via electronic platforms.