Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 111

Square 15.0%
4:3 50.0%
16:9 35.0%
(a) Chinese respondents
Square 10.0%
4:3 40.0%
16:9 50.0%
(b) Czech respondents
FIGURE 8.26 Preference of layout proportions.
laid out optimally. The 4:3 layout was perceived as closer to the golden ratio. On the
other hand, the square was not perceived well. (See Figure 8.26(b).)
Discussion/conclusion.
The hypothesis was not supported by the results. The majority of the users preferred
proportions based on the golden ratio (such as 4:3 or 16:9), rather than strict geometri-
cal ratios. There was only a small difference between Czech and Chinese respondents.
27) Which direction would you consider reading the text?
Chinese
Hypotheses.
• Users tend to read from top left towards the center of the screen.