Cultural differences on attention and perceived usability: Investigating color combinations of animated graphics

TLDR: The findings lead to the conclusion that users across cultures tend to ignore animated banner graphics when they look for specific information on highly informative Web pages, regardless of differences in banner color combinations.

Abstract: This experimental study investigates the effects of animated graphic colors on attention and perceived usability of users from two cultural groups, American and Thai. The experiment employs a three-way split-plot design with one between-subjects factor and two repeated-measures factors. The between-subjects factor contains two cultural groups, American and Thai. The two repeated-measures variables are a banner background color factor with six levels and a banner font color factor with two levels. Participants search for target words from text on Web pages that contain three animated banner graphics. The findings lead to the conclusion that users across cultures tend to ignore animated banner graphics when they look for specific information on highly informative Web pages. This study also suggests influences of culture on overall performance, overall retention, and overall self-reports on usability, regardless of differences in banner color combinations. Moreover, cultural differences on the self-report of attention drawing are also revealed in each banner color usage, except yellow banners with white text. This study does not aim at exploring superiority of participants between cultures. Rather, it attempts to explore some possible cultural differences in interacting with a computer interface that could facilitate cognition and perception of users from different cultural groups.