Abstract: A computer system for matching users with visual items comprises a user-scoring component configured to receive user data about each of the users, and process the user data so as to assign the user a set of psychological test scores that characterize the user in terms of standardized personality traits of a predefined psychological test. Ann item-scoring component uses visual appearance information of each item to assign the item a corresponding set of psychological test scores indicating expected user visual preference for the item in terms of said standardized personality traits of the psychological test. A matching component matches each user with a set of the items, by matching the user's set of psychological test scores with the corresponding sets of psychological test scores of the items, and provide a matching output indicating, to the user, the set of items with which he or she has been matched.