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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 characterise the key attributes of many alphanumeric display formats, such a task seems difficult for graphic displays because of their much greater complexity. This article proposes a theoretical approach to capture the essence of artists’ insights with fourteen 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 systems.