Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 104

100

70%

75

50

35%

30%

30%

20%

25 20%

15%

15%

10%

0

To p
Left

To p
Center

To p
Right

Middle
Left

Middle
Center

Middle
Right

Bottom
Left

Bottom
Center

Bottom
Right

FIGURE 8.20 Placement of images on the matrix in the Czech sample.

Czech

Results summary.
Middle center came decisively first (70%), mostly because images usually form the
main message of the page and should be most readily visible. Second came mid-
dle right (35%), because they should have space around them and be seen without
scrolling. Third came both top-left and top-right placement (30%); if the image is not
the main message, it is elegant and does not interfere with the main information. (See
Figure 8.20.)

Discussion/conclusion.
The hypothesis was partially supported by the responses. The middle-center place-
ment in the Chinese sample came only third, and a preference was given to an off-
center positioning. Interestingly, the placement corresponds with real information
placement from the above questions, as well as with new and ideal information (top-
right corner). The strongest preference was for the middle row in the matrix. While the
Czech results showed also a strong preference for the middle row, they demonstrated
support for the uppermost row, the middle and rightmost column of the matrix.

23) Where is the first thing you usually notice on a screen?
Chinese
Hypotheses.
• There is a close similarity between sequential information structure in lan-
guage and horizontal structure in visual composition.
• Users tend to read from top left towards the center of the screen.
• New information is more readily noticeable in the top-left corner of the
screen.