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markers are interface design elements and features that are prevalent, and possibly
preferred, within a particular cultural group” (Barber and Badre, 1998, p. 2).
Cultural markers can be: “Colors, spatial organization, fonts, shapes, icons and
metaphors, geography, language, flags, sounds, and motion” (Badre, 2001, p. 2). In
a similar vein, cultural attractors “define the interface design elements of the website
that reflect the signs and their meanings to match the expectations of the local culture.
The cultural attractors typically comprise of: colours, colour combinations, banner
adverts, trust signs, use of metaphor, language cues, navigation controls and similar
visual elements that together create a 'look and feel' to match the cultural expectations
of the users for that particular domain” (Smith, 2004, p. 1).
In our study we enhanced the UI language components with the cultural markers
to obtain a more amenable framework for our cross-cultural research. The outcome
is discussed in the following chapter.
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