What makes a brand look expensive?

Jingxian Zhang, Asad Imtiaz Butt, Neel Kothari, Ranjitha Kumar

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Branding is a powerful tool that companies use to control the perception of their products' quality and price. A company's website is a digital vehicle for conveying this brand information. The look and feel of a website often influence a customer's impression of a brand's price category. To understand what makes a brand look expensive, we evaluate the website designs of two industries - watches and cars. We ran a crowdsourced study to collect ratings of perceived cost based on web page screenshots. By training a random forest regression model over these ratings, we learned which visual features of website design are predictive of perceived cost.

Original languageEnglish (US)
Title of host publicationCHI EA 2016
Subtitle of host publication#chi4good - Extended Abstracts, 34th Annual CHI Conference on Human Factors in Computing Systems
PublisherAssociation for Computing Machinery
Number of pages6
ISBN (Electronic)9781450340823
StatePublished - May 7 2016
Event34th Annual CHI Conference on Human Factors in Computing Systems, CHI EA 2016 - San Jose, United States
Duration: May 7 2016May 12 2016

Publication series

NameConference on Human Factors in Computing Systems - Proceedings


Other34th Annual CHI Conference on Human Factors in Computing Systems, CHI EA 2016
Country/TerritoryUnited States
CitySan Jose


  • Brands
  • Perception
  • Price
  • Web design

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Graphics and Computer-Aided Design


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