Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 95

FIGURE 8.8 Layout matrix.
• Given information is expected on the right of the screen.
• A central composition is regarded more aesthetically pleasing than triptych
composition.
• An even number of elements is more preferred than an odd number; ideal is
eight.
• Images placed symmetrically in the middle look better than on the left or
right of the screen.
• Free-flow layout is easier to use than grid-based layout.
• Users tend to read from top left towards the center of the screen.
• Left-to-right lines of text are easier to read than top-to-bottom and right-to-
left.
• There is a close similarity between the sequential information structure in
language and the horizontal structure in visual composition.
• Curves stand for softness (and would be better perceived), while straight
lines for hardness.
• Rounded corners (curvilinear patterns) are better perceived than square cor-
ners (geometrical patterns).
• Copied UI elements are better perceived than original elements. This applies
to both computer icons and design patterns.
• Icons presenting objects with a description are more understandable than
those without a description.
The unsupported hypotheses, on the other hand, disclosed interesting details:
• Real information is expected on the bottom of the screen. The majority of
Chinese respondents put real information in the middle level of the screen
(middle row in the matrix), overlaying it thus partly on the new and ideal
information.
• A square and double-square layout would be more preferred because it is
widely used in Asia (a symbol of Earth, Japanese buildings, etc.). Instead,
respondents preferred a golden-section layout, such as 16:9 or 4:3.