Designing for Effective Information Presentation: The Effects of Cultural Differences on Speed, Accuracy, and Perceptions on Usability and Aesthetics

摘要

Despite the increasing popularity of animated on-line banner advertising on Web pages, Web users report difficulty in acquiring information on such Web pages. On-line banner can increase brand awareness and generate a "click-through" rate. However, little is known about the effect of animated on-line banner advertising on on-line human information processing. Moreover, as realizing the growth of current interests in cultural interface design, the study will be conducted in a culturally comparative basis. The major purpose of this study is to answer how color, a basic but powerful feature of graphic design, affects user performance and preference in seeking information on a Web page containing an animated banner advertising between American and Thai subjects.