Information Technology Reference
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Discussion/conclusion.
The hypotheses were partly supported by the results. Although previous research (e.g.,
eye-tracking, heatmaps) shows that the first part the user looks at is located in the top-
left corner of the screen, our data support it from 30% only. This difference might be
due to the method employed, because we were not measuring the subliminal reaction
of the users, but were asking about their afterthoughts. Conversely, the strongest
results spoke for the middle column, and this was shared between both the Czech and
Chinese respondents. The results were shared between the Chinese and Czech results
concerning the first place (middle center); however, the second and third locations
were inverted (top left was second in the Chinese sample, but only third in the Czech
sample. Top center came second in the Czech sample, and third in the Chinese one).
24) What is the first thing you usually notice on a screen?
Chinese
Hypotheses.
•
The context of information presented is more salient than the information
itself.
•
Users would notice first the image, then titles, then the body of text.
Results summary.
The first things to be noticed with 50% of the responses were images, because they
are intuitive and subconscious. Websites with images were regarded more trustworthy
than text-only pages. The second largest group of answers (35%) indicated titles as
the first element to be noticed on the screen. The main reason is that it summarizes
the page content and provides thus a feedback for the user, if it is the page he or she
was looking for. Interestingly, third came background (10%) that provides contextual
information on the kind of site the user accessed (e.g., with red background the user
would expect a site about the Communist party). (See Figure 8.22(a).)
Czech
Results summary.
In the Czech sample, both layout and image acquired 30%. Layout was chosen because
the user needs to figure out where is what type of content and what does the screen
mean. Image was cited, because it can convey the screen's meaning quickly, but also
because images are usually the most attractive. Title came second with 15%, because it
is usually the first information to load on a webpage, and it gives immediate feedback
on the kind of site to the user. (See Figure 8.22(b).)
Discussion/conclusion.
The hypotheses were partly supported by the results. Only 15% of the Chinese respon-
dents mentioned contextual cues (such as background or layout). The rest focused
on the information presented. Future research could help by focusing on the duality
between information given and information left out. The sequence of attention was
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