Related to the preceding, it is generally acknowledged that methodologies are best used when they are suited to the research problem, and are aimed to elicit depth and precision.
In this regard, Tractinsky aptly profiles various methods for how user responses to visual aesthetics or visual design are gauged.
He notes that typically visual design is measured using surveys with single or multiple item scales.
However as measurement techniques expand, there is opportunity to delve into new methods that more deeply and comprehensively attend to what users are experiencing.
More specifically, Tractinsky refers to the study using fMRI for testing reactions to product packaging , and there is merit to pursue these alternative methodologies as they inform the HCI and design communities.