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Imagine conducting a study to determine whether users rate the visualaesthetics of your website more positively than your competitors. To assessusers' perceptions of both websites, you use a validated survey scale forvisual aesthetics, and you observe a statistically significant difference inusers' ratings of the visual aesthetics of the two websites of 0.5 on a 7-pointLikert-type scale. However, determining whether such a difference ispractically (and theoretically) meaningful is challenging. In this paper, Ifollow the procedure outlined in Anvari & Lakens (2021) to determine thesmallest subjectively experienced difference in VisAWI-s ratings using ananchor-based method. A sample of N = 249 participants rated and comparedscreenshots of eight websites in an online survey. I determined an estimate ofa population-specific mean difference of 0.4, or in POMP units 6.58%, whichtranslates to a mean difference of 0.46 with the 7-point Likert-type scale ofthe VisAWI-s. These values suggest that differences in VisAWI-s scoresexceeding these estimates, such as the 0.5 mentioned above, are likelynoticeable and meaningful to users. However, the estimate of this smallestsubjectively experienced difference is affected by the overall visualaesthetics rating of the stimuli used. Researchers can use this effect size toinform study design and sample size planning. Still, whenever possible, theyshould aim to determine a domain- and research-design-specific smallest effectsize of interest.

Is a Mean Difference of 0.46 Relevant? Towards Determining the Smallest Effect Size of Interest for Visual Aesthetics of Websites