Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 101

100

75

50

40%

30%

20%

20%

25

10%

10%

5%

5%

0

To p
Left

To p
Center

To p
Right

Middle
Left

Middle
Right

Bottom
Left

Bottom
Center

Bottom
Right

FIGURE 8.15 Placement of general information on the matrix in the Chinese sample.

100

75

50

35%

25% 25%

20% 20% 20% 20%

25

10%

5%

0

To p
Left

To p
Center

To p
Right

Middle
Left

Middle
Center

Middle
Right

Bottom
Left

Bottom
Center

Bottom
Right

FIGURE 8.16 Placement of general information on the matrix in the Czech sample.

Discussion/conclusion.
The hypothesis was partly supported by the results. Most of the respondents put
general information in the middle-left or top-left corner of the screen. Also, the left
part of the screen was more preferred. Interestingly, this placement follows the given
information, according to Kress and Van Leeuwen (2006). The Czech results showed
a preference for the topmost row of the matrix, but also for the middle and rightmost
column.

21) On a screen, where would you place detailed information?
Chinese
Hypothesis.
Real information (details, concrete image) is expected on the bottom of the screen.

Results summary.
From the majority of answers (70%) middle center would be the place to hold detailed
information. The reason is its prominence in the attention field of the users, and
habit also. Even more details would be expected to unfold towards the bottom. The