Hypotheses - Cross-Cultural Human-Computer Interaction and User Experience Design - page 169

Appendix C: Hypotheses
H1: Users tend to attribute more importance on elements placed in the center
of the screen.
H2: Users tend to read from top left towards the center of the screen.
H3: New information is most readily noticeable in the top-left corner of the
screen.
H4: New information (key, unknown) is expected on the left of the
screen.
H5: Given information (familiar, agreed upon) is expected on the right of the
screen.
H6: Ideal information (symbolic, general) is expected on top of the screen.
H7: Real information (details, concrete image) is expected on the bottom of
the screen.
H8: Images placed symmetrically in the middle look better than on the left or
right of the screen.
H9: There is a close similarity between sequential information structure in
language and horizontal structure in visual composition.
H10: The context of information presented is more salient than the information
itself.
H11: A central composition is regarded more aesthetically pleasing than a
triptych composition.
H12: Users would notice first the image, then titles, then the body of text.
H13: An even number of elements is more preferred than an odd number. Ideal
is eight.
H14: A free-flow layout is easier to use than a grid-based layout.
H15: A square and double-square layout would be more preferred because it
is widely used in Asia (symbol of Earth, Japanese buildings).
H16: Left-to-right lines of text are easier to read than top-to-bottom and right-
to-left lines.
H17: Curves stand for softness, while straight lines stand for hardness.
H18: Rounded corners are better perceived than square corners (curvilinear
patterns vs. geometrical patterns).
H19: UIs with the following background colors tend to be regarded as more
aesthetic: blue, purple, cyan, and gray.
H20: Users would prefer lighter (pastel) colors and a white background.
H21: UIs with the following foreground colors tend to be regarded as more
aesthetic: white and yellow.
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