Case Study: Cross-Cultural Preference of UI Language Components, Cultural Markers - Cross-Cultural Human-Computer Interaction and User Experience Design - page 114

FIGURE 8.30 First image of a series.

Results summary.
Exactly half of the respondents expected the next image to appear rightwards. The
response was motivated by habits (direction of reading, going through a topic, or
websites). 25% of the respondents would expect the image from the left, also citing
habits (reading direction and natural feel). 20% then would expect the image to come
from the bottom, which would fit the reading direction starting from the top of a page.
(See Figure 8.31.)

Czech
Results summary.
The most expected direction of showing next images in a row was right (80%),
followed by bottom (20%). Right was a favorite answer because it follows the learned

100

75

50%

50

25%

20%

25

5%

0

Left Right Bottom Other

FIGURE 8.31 Next image expectation in the Chinese sample.