Abstract
We investigated whether graphic elements of Web sites elicit affective responses in users and their intention to revisit them. We constructed two Web sites with similar text descriptions, and link structures on each page, but different in their aesthetic look. “Graphic site” contained adequate graphic elements（illustrations, colored background and characters, etc.). Another site ( “text site” ) contained no such graphical elements. Two groups of college students evaluated one of the Web sites. There was no difference in the usability between the two sites, but “pleasantness” and “intention to revisit” were rated higher in the graphic site than in the text site.
