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An important aspect of screen design is aesthetic evaluation of screen layouts. While it is conceivable to define a set of variables that characterize the key attributes of many alphanumeric display formats, such a task seems difficult for graphic displays because of their much greater complexity. This paper proposes a theoretical approach to capture the essence of artists’ insights with 14 aesthetic measures for graphic displays. Our empirical study has suggested that these measures are important to prospective viewers and may help gain attention and build confidence in using computer system.