The Doctrine of the Mean: Chinese Calligraphy with Moderate Visual Complexity Elicits High Aesthetic Preference

AbstractChinese calligraphy is a symbol of cultural heritage; it is widely used in visual design (e.g., film posters and modern fashion) for its aesthetic value. In human-computer interaction, visual design complexity strongly influences users' preferences. Indeed, the relevance of visual complexity to aesthetic preference has been confirmed. However, the visual complexity of calligraphy artworks has seldom been investigated and the process of how visual complexity affects aesthetic preference remains vague. Therefore, in this work we proposed a computational method to evaluate complexity and conducted several perception studies. Results showed that layout features and calligraphy style (regular script, running script, and cursive script) affected visual complexity. The level of visual complexity (low, medium, and high) affected aesthetic preference but calligraphy style did not. Furthermore, Chinese calligraphy with moderate visual complexity evokes strong aesthetic preference. The present findings can help designers redesign websites and interfaces for high aesthetic preference and can provide insights for developing the theoretical design of calligraphic art for advanced interaction in cultural heritage, such as in interactive systems for teaching calligraphy based on aesthetic cognition. Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis work is supported by the National Science and Technology Innovation 2030 Major Project [2018AAA0100703], the National Natural Science Foundation of China [No. 62107035 and No. 62006208] and the Ng Teng Fong Charitable Foundation in the form of ZJU-SUTD IDEA Grant.Notes on contributorsKaixin HanKaixin Han is a PhD candidate attached to the College of Computer Science and Technology, Zhejiang University. With a background in human-computer interaction, his PhD research focuses on computational aesthetics, visual media computing and digital humanities.Weitao YouWeitao You is a professor at the College of Computer Science and Technology, Zhejiang University. He received his PhD degree in Digital Art and Design. His research lays in design intelligence, computational aesthetics, and human-computer interaction.Shuhui ShiShuhui Shi is a type designer currently work as a research assistant at the International Design Institute of Zhejiang University. She obtained her diploma from ECAL MA Type Design with distinction excellence. Her research interests focus on intelligent Chinese type design and typography.Huanghuang DengHuanghuang Deng is a researcher at the College of Computer Science and Technology, Zhejiang University. He is an artist specializing in Chinese ink painting and calligraphy. His research interest includes digital art practice and theoretical construction.Lingyun SunLingyun Sun is a professor at the College of Computer Science and Technology, Zhejiang University. He is the deputy director of International Design Institute of Zhejiang University. His research interests include human-computer interaction, creative intelligence, and information and interaction design.