Information Technology Reference
In-Depth Information
100
75
50
35%
25%
25
15%
15%
15%
10%
10%
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 8.13
Placement of familiar information on the matrix in the Chinese sample.
Results summary.
Familiar information would be placed by the largest group of the respondents (35%) to
the bottom-right corner of the screen. The main reason is that familiar information is
not to be used so often, so it can yield to more important and more often used content.
Also, the positioning was influenced by users' habit of keeping their minimized
applications. For choosing middle-right positioning, the second largest group (25%)
argued they do not need to watch the familiar information so frequently, and are
accustomed to the position through software applications. The third largest groups
(each with 15%) were divided into top right, middle left, and bottom left. The given
reasons were based on low importance of the content and habit from websites and
applications. (See Figure 8.13.)
Czech
Results summary.
The largest group of respondents (50%) would place familiar information in the top-
right corner of the matrix, partly because of habit, but also, because it does not interfere
with more important information. Middle-left placement came second (40%), because
it feels natural/logical that way, and it does not interfere with the main action, which is
supposed to take place in the middle of the screen. Also, habit is cited as a motivation.
Third, came both top-left and bottom-left placement (30%), reasons being mainly that
such information would shift there once read/accepted, as in the case of a mailbox.
Also, the location right below the logo/header receives usually less attention than the
logo or the center of the screen. (See Figure 8.14.)
Discussion/conclusion.
The hypothesis was supported by the results. The placement is opposite to that ex-
pected in the West, according to Kress and Van Leeuwen (2006). Interestingly, given
information was placed by the respondents mostly in the lower half of the screen,
where real (concrete, practical) information would be placed (Ibid.). This was under-
scored by comparing with the Czech results, where the preferred placement was in
the uppermost row and leftmost column. The rightmost column was chosen both by
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