Cultural Interface Design: Global Colors Study

Kondratova, Irina; Goldfarb, Ilia

doi:10.1007/11915034_117

Cited by 17 publications

(15 citation statements)

References 3 publications

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“…Since cultural background affects the preference for more or less guidance, or more or less complex interfaces [Marcus and Gould 2001;Reinecke and Bernstein 2009], the same could be expected for culturally adaptive interfaces. Additionally, we anticipate that users perceive a personalized version as more aesthetically appealing, as culture highly influences the most obvious visual preferences, such as color [Badre 2000;Kondratova and Goldfarb 2006]. Both points are addressed in the evaluation part of this article, which follows the introduction to our approach in the next section.…”

Section: Related Workmentioning

confidence: 99%

Improving performance, perceived usability, and aesthetics with culturally adaptive user interfaces

Reinecke

Bernstein

2011

ACM Trans. Comput.-Hum. Interact.

189

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When we investigate the usability and aesthetics of user interfaces, we rarely take into account that what users perceive as beautiful and usable strongly depends on their cultural background. In this paper, we argue that it is not feasible to design one interface that appeals to all users of an increasingly global audience. Instead, we propose to design culturally adaptive systems, which automatically generate personalized interfaces that correspond to cultural preferences. In an evaluation of one such system, we demonstrate that a majority of international participants preferred their personalized versions over a non-adapted interface of the same web site. Results show that users were 22% faster using the culturally adapted interface, needed less clicks, and made fewer errors, in line with subjective results demonstrating that they found the adapted version significantly easier to use. Our findings show that interfaces that adapt to cultural preferences can immensely increase the user experience. When we investigate the usability and aesthetics of user interfaces, we rarely take into account that what users perceive as beautiful and usable strongly depends on their cultural background. In this paper, we argue that it is not feasible to design one interface that appeals to all users of an increasingly global audience. Instead, we propose to design culturally adaptive systems, which automatically generate personalized interfaces that correspond to cultural preferences. In an evaluation of one such system, we demonstrate that a majority of international participants preferred their personalized versions over a non-adapted interface of the same web site. Results show that users were 22% faster using the culturally adapted interface, needed less clicks, and made fewer errors, in line with subjective results demonstrating that they found the adapted version significantly easier to use. Our findings show that interfaces that adapt to cultural preferences can immensely increase the user experience.

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Section: Related Workmentioning

confidence: 99%

Improving performance, perceived usability, and aesthetics with culturally adaptive user interfaces

Reinecke

Bernstein

2011

ACM Trans. Comput.-Hum. Interact.

189

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“…Therefore, it is important to provide color information about products to consumers to facilitate consumers' decision making. Considering that Asian countries (e.g., China and Japan) tend to use more colors in Web site design than the U.S. (Cyr & Trevor-Smith, 2004;Kondratova & Goldfarb, 2006;Marcus 2003Marcus , 2005, it is hypothesized in the present study that Chinese online consumers have stronger preferences for color information than their U.S. counterparts. H7: Chinese online consumers pay more attention to cost-effectiveness information than U.S. online consumers.…”

Section: Hypothesesmentioning

confidence: 98%

Content Preparation for E-Commerce Involving Chinese and U.S. Online Consumers

Liao

Proctor

Salvendy

2009

International Journal of Human-Computer Interaction

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The objective of this study was to examine underlying mechanisms concerning preference differences for content on e-commerce Web sites of online consumers with different cultural backgrounds. Two experiments were conducted to explore Chinese and U.S. online consumers' information preferences with three particular product categories: MP3 players, digital cameras, and laptop computers. For Experiment 1, two prototype e-commerce Web sites were developed that contained the same content but presented in different ways. Twenty-four Chinese and 24 U.S. university students were asked to purchase an MP3 player, a digital camera, and a laptop computer from one of the two sites, and their information preferences were assessed and compared in terms of their performance on the sites. For Experiment 2, two versions of product description were developed for each product used in the experiment with each version focusing on a different information item. The preferences of 24 Chinese and 24 U.S. university students for certain information items were assessed and compared with their preferences for the corresponding product description, indicated on a 7-point Likert scale. The differences between the two cultural groups' information preferences revealed by the experiments are discussed, and their implications for improving the content usability of e-commerce Web sites in China and the United States are offered.The Web is a global medium, but many sites do nothing for international and nonnative audiences. People from all over the world can visit a site, but they will find the experience frustrating if language, cultural, and economic transactional issues are not handled well.

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“…They found that colors such as white, black, all shades of gray, all shades of blue and light yellow, which they called the "international colors palette," are used across the 15 countries they investigated. The countries include "Australia, Brazil, Canada (French and English), China, Finland, France, Germany, India, Italy, Japan, Russia, Saudi Arabia, Spain, United Kingdom, and United States of America" (p. 928) [17]. These countries fall under the two different types of culture (individualist and collectivist), which can impact how people perceive and interact with HCI artifacts such as websites [18].…”

Section: Colour Temperaturementioning

confidence: 99%

“…Similarly, orange is a country-specific website colour employed in China, Finland, France, Italy and Spain. Finally, red is a country-specific website colour commonly employed in many countries as well, including Australia, China, Canada, France, Germany, Japan, Spain and the United Kingdom [17].…”

Section: Rationale For Website Designs Layouts and Colour Schemesmentioning

confidence: 99%

The Effect of Layout and Colour Temperature on the Perception of Tourism Websites for Mobile Devices

Oyibo

Vassileva

2020

MTI

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In e-commerce, the user interface design of a website is critical to its success. However, there is limited research on how colour and layout design elements influence the perception of e-commerce websites for mobile devices. To bridge this gap, we conducted an empirical study to investigate, how the layout of information and colour temperature of an e-commerce tourism website for mobile device influence essential Technology Acceptance Model (TAM) user experience (UX) design attributes and intention to use the website. The results of our Partial Least Square Path Modelling (PLSPM) showed that both interface design elements significantly influence perceived aesthetics, perceived enjoyment, perceived usefulness and intention to use. Specifically, layout (list = 0 and grid = 1) positively influences perceived aesthetics and perceived enjoyment, while colour temperature negatively influences perceived usefulness and intention to use. The first finding suggests that in tourism website design for mobile devices, a grid layout of products and services provides a better hedonic user experience than a list layout. Moreover, the second finding suggests that cooler-temperature (blue and green) tourism websites are viewed by users as more useful than warmer-temperature (orange and red) tourism websites. We discuss the implications of these findings in the context of website UX design for mobile devices in the tourism domain.

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Cultural Interface Design: Global Colors Study

Cited by 17 publications

References 3 publications

Improving performance, perceived usability, and aesthetics with culturally adaptive user interfaces

Improving performance, perceived usability, and aesthetics with culturally adaptive user interfaces

Content Preparation for E-Commerce Involving Chinese and U.S. Online Consumers

The Effect of Layout and Colour Temperature on the Perception of Tourism Websites for Mobile Devices

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