TY - GEN
T1 - A case for design localization
T2 - 2018 CHI Conference on Human Factors in Computing Systems, CHI 2018
AU - Nordhoff, Manuel
AU - August, Tal
AU - Oliveira, Nigini A.
AU - Reinecke, Katharina
N1 - Publisher Copyright:
© 2018 ACM.
PY - 2018/4/20
Y1 - 2018/4/20
N2 - Adapting the visual designs of websites to a local target audience can be beneficial, because such design localization increases users' appeal, trust, and work efficiency. Yet designers often find it difficult to decide when to adapt and how to adapt the designs, mainly because there are currently no guidelines that describe common website designs in various countries. We contribute the first large-scale analysis of 80,901 website designs across 44 countries, made available via an interactive web-based design catalog. Using computational image metrics to compare the ∼2,000 most visited websites per country, we found significant differences between several design aspects, such as a website's colorfulness, visual complexity, the number of text areas and the average saturation of colors. Our results contribute a snapshot of web designs that users in 44 countries frequently see, showing that the design of websites with a global reach are more homogenized compared to local websites between countries.
AB - Adapting the visual designs of websites to a local target audience can be beneficial, because such design localization increases users' appeal, trust, and work efficiency. Yet designers often find it difficult to decide when to adapt and how to adapt the designs, mainly because there are currently no guidelines that describe common website designs in various countries. We contribute the first large-scale analysis of 80,901 website designs across 44 countries, made available via an interactive web-based design catalog. Using computational image metrics to compare the ∼2,000 most visited websites per country, we found significant differences between several design aspects, such as a website's colorfulness, visual complexity, the number of text areas and the average saturation of colors. Our results contribute a snapshot of web designs that users in 44 countries frequently see, showing that the design of websites with a global reach are more homogenized compared to local websites between countries.
KW - Localization
KW - Quantified aesthetics
KW - Website design
UR - http://www.scopus.com/inward/record.url?scp=85046952510&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85046952510&partnerID=8YFLogxK
U2 - 10.1145/3173574.3173911
DO - 10.1145/3173574.3173911
M3 - Conference contribution
AN - SCOPUS:85046952510
T3 - Conference on Human Factors in Computing Systems - Proceedings
BT - CHI 2018 - Extended Abstracts of the 2018 CHI Conference on Human Factors in Computing Systems
PB - Association for Computing Machinery
Y2 - 21 April 2018 through 26 April 2018
ER -