Branded online interaction aesthetics: strengthening brand image via dynamic design

Virpi Roto, Mikael Wiberg, Siiri Sarkola

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

6 Citations (Scopus)


While the knowledge base on the role of aesthetics in the use and design of interactive technologies is growing, using interaction aesthetics for communicating the brand identity is an unexplored research topic. This paper focuses on aesthetics of branded interaction in the online services domain. The reported study includes a literature review at the intersection of brand and interaction aesthetics and a detailed analysis of branded interaction aesthetics on a web site. The contributions of the work include status of scientific literature in this area, a definition for branded online interaction aesthetics, an initial analysis framework for branded online interaction aesthetics, and research topics for the future.
Original languageEnglish
Title of host publicationProceedings of the 10th Nordic Conference on Human-Computer Interaction
Place of PublicationNew York
ISBN (Electronic)978-1-4503-6437-9
Publication statusPublished - 2018
MoE publication typeA4 Conference publication
EventNordic Conference on Human-Computer Interaction - Oslo University, Oslo, Norway
Duration: 29 Sept 20183 Oct 2018
Conference number: 10


ConferenceNordic Conference on Human-Computer Interaction
Abbreviated titleNordiCH
Internet address


  • Interaction aesthetics
  • Online branding
  • Brand Experience
  • Literature review


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