This research examined the impact of usability guidelines and front-end web site design on consumer aesthetic evaluations of e-commerce web sites and perceptions of the e-retailer. A detailed web site design guidelines framework was developed from an in-depth review of the usability, human factors, and human-computer interaction web design guidelines literature. Four web site design factors (background color, white space, thumbnail image location, and thumbnail image size) were selected and varied using this framework. In addition, as a secondary research focus, this study explored the impact...