Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 98

100

75

50

35%

25%

20%

25

15%

10%

10%

5%

0

To p
Left

To p
Center

To p
Right

Middle
Left

Middle
Center

Middle
Right

Bottom
Left

FIGURE 8.11 Placement of new information on the matrix in the Chinese sample.

100

75

50

40%

20% 20%

25

15% 15% 10% 15%

5% 5%

0

To p
Left

To p
Center

To p
Right

Middle
Left

Middle
Center

Middle
Right

Bottom
Left

Bottom
Center

Bottom
Right

FIGURE 8.12 Placement of new information on the matrix in the Czech sample.

Discussion/conclusion.
The hypotheses were partly supported by the results. In the Chinese sample, the
top-left corner came only second, contrary to our expectation. The top-right corner
with new information follows the Western expectation, according to Kress and Van
Leeuwen (2006). Interestingly, Chinese respondents preferred a placement of new
information in the uppermost row and central column, whereas Czech respondents
favored a placement in the rightmost column and in the uppermost row.

19) On a screen, where would you place familiar, taken-for-granted, unprob-
lematic information?

Chinese
Hypothesis.
Given information (familiar, agreed upon) is expected on the right of the screen.