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The effects of link format and screen location on visual search of web pages

視覺與人因設計課程報告 . The effects of link format and screen location on visual search of web pages. JONATHAN LING* and PAUL VAN SCHAIK. Keywords: Usability; Internet; Visual search; Navigation; Hyperlinks. 第四組. 謝東峻 朱佩璇 李仁維 王怡婷 陳彥勳 洪崑 涵 顏 慷. 視覺與人因設計課程報告. Introduction.

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The effects of link format and screen location on visual search of web pages

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  1. 視覺與人因設計課程報告 The effects of link format andscreen location on visual searchof web pages JONATHAN LING* and PAUL VAN SCHAIK Keywords: Usability; Internet; Visual search; Navigation; Hyperlinks 第四組 謝東峻 朱佩璇 李仁維 王怡婷 陳彥勳 洪崑涵顏 慷

  2. 視覺與人因設計課程報告 Introduction Method Results The effects of link format and screen location on visual searchof web pages Discussion 謝東峻 朱佩璇 李仁維 王怡婷 陳彥勳 洪崑涵顏 慷

  3. 視覺與人因設計課程報告 Intro duction • Introdction Navigation accounts for 90% of all recorded web browser actions(Tauscher and Greenberg ) Method The most common method for navigating web pages is through the use of hypertext links(hyperlinks)(Trelor) The effects of link format and screen location on visual searchof web pages Discussion Results

  4. 視覺與人因設計課程報告 Intro duction Research Background 有些使用者的介面設計因素會影響到視覺的運作。(Galitz 1997) 目前的相關文字展示並沒有被系統化的觀察，只有一些對於網站使用的經驗研究。(Diaper and Waelend 2000，Sears 2000) Method The effects of link format and screen location on visual searchof web pages Discussion Results

  5. 視覺與人因設計課程報告 Intro duction Research Purpose 讓連結能夠格式化， 使受試者在一個操弄變因下觀察， 了解連結的設計方式如何影響受試者的表現 (正確性和速度) Method The effects of link format and screen location on visual searchof web pages Discussion Results

  6. Introduction 視覺與人因設計課程報告 experimental Two factor mixed measures design A. Repeated measures factor(hyperlinks) • (1) plain text • (no underlining,no emboldening) • (2) bold text • (3) underlined text • (4) text with both B. Independent measures factor (area of focus on the web page) • (1) navigation area • (2) content area Method The effects of link format and screen location on visual searchof web pages Discussion Results

  7. Introduction 視覺與人因設計課程報告 Participants • 49 participants(42female , 7male) • 20 took part in navigation area search 29 took part in content area search • 57% under 21 , 20%21-25 , 13%26-50 • 96% had been using WWW more than 1 year • 4% had been using WWW more than 6 months • 53% using WWW at least once a day Method The effects of link format and screen location on visual searchof web pages Discussion Results

  8. Introduction 視覺與人因設計課程報告 Materials and apparatus • IE 6.0 • Saved as graphic image files • Larger frame(85% , content area) • Smaller frame(15% , navigation area) with five hypertext links • Links #0000FF(blue) , text #000000(black) • Arial 12 Method The effects of link format and screen location on visual searchof web pages Discussion Results

  9. Introduction 視覺與人因設計課程報告 Procedure • 15~20 participants taking part in a classroom • 8 trials for practice series • 72 trials presented in random order • Questions after all trials Method The effects of link format and screen location on visual searchof web pages Discussion Results

  10. Introduction 視覺與人因設計課程報告 Experimental trial • “try to find a hyperlink in a screen of text” • Press ‘p’ when present , press ‘a’ when absent • blank white screen (1,1.5,2s randomly) 　　　　↓ (2) Black target word in centre(1s,Arial 48) 　　　　↓ (3) blank white screen (1,1.5,2s randomly) 　　　　↓ (4) Web page • Next trial start automatically after 5s Method The effects of link format and screen location on visual searchof web pages Discussion Results

  11. Introduction 視覺與人因設計課程報告 Questions • Presented with all possible paired combinations of links • one in a time andchoose their preferred • Asked a series of seven aesthetic questions about each of link formats Method The effects of link format and screen location on visual searchof web pages Discussion Results

  12. Introduction 視覺與人因設計課程報告 Method Analysis of hits (hit : a correct response to a target word that was present) -Accuracy -speed Analysis of correct rejections (rejection : a correct response to a target word that was absent ) -Accuracy -speed Associations between performance measures Results The effects of link format and screen location on visual searchof web pages Discussion

  13. Introduction 視覺與人因設計課程報告 Analysis of hits(accuracy) Method Results Link format & screen area : no effect Navigation area & content area : effect Link codes for navigation area : no significant differences Bold/plain & bold/bold-underlined: significant differences The effects of link format and screen location on visual searchof web pages Discussion

  14. Introduction 視覺與人因設計課程報告 Analysis of hits(accuracy) Method Results The effects of link format and screen location on visual searchof web pages Discussion

  15. Introduction 視覺與人因設計課程報告 • Analysis of hits(speed) Method Link format & screen area : effect Navigation area & content area : effect Plain for navigation and content : significant differences Link Format: significant differences Results The effects of link format and screen location on visual searchof web pages Discussion

  16. Introduction 視覺與人因設計課程報告 Method • Analysis of hits(speed) Results The effects of link format and screen location on visual searchof web pages Discussion

  17. Introduction 視覺與人因設計課程報告 • Analysis of correct rejections(accuracy) Method Results The effects of link format and screen location on visual searchof web pages Link format & screen area : no main effect Navigation area & content area : no differences Discussion

  18. Introduction 視覺與人因設計課程報告 • Analysis of correct rejections(speed) Method Results The effects of link format and screen location on visual searchof web pages Link format & screen area : effect Navigation area : not significant content area : significant Plain/bold & Plain/bold-underline & bold/bold-underlined & underlined/bold-underlined & plain/underline: significant differences Discussion

  19. Introduction 視覺與人因設計課程報告 Method • Associations between performance measures Speed for hits and rejections : significantly correlated for 4 types of link format. Speed and accuracy : no significant correlation Results The effects of link format and screen location on visual searchof web pages Discussion

  20. Introduction 視覺與人因設計課程報告 • Preference Method Results Effect of link format on preference : significant Effect of screen area: not significant The effects of link format and screen location on visual searchof web pages Discussion

  21. Introduction 視覺與人因設計課程報告 • Preference Method Results The effects of link format and screen location on visual searchof web pages The interaction between link format & screen area  closed to significance. Discussion

  22. Introduction 視覺與人因設計課程報告 Method • Preference Effect of link format for Navigation areasignificantContent areasignificantBoth areasignificant Results The effects of link format and screen location on visual searchof web pages Discussion

  23. Introduction 視覺與人因設計課程報告 • Preference Method Differences for underlined betweenNavigation and content areas significant(only) Differences between plain & anyotherformat  significantall pairs  significant(except bold & bold-underlined) Results The effects of link format and screen location on visual searchof web pages Discussion

  24. Introduction 視覺與人因設計課程報告 • Aesthetic value Method Results The effects of link format and screen location on visual searchof web pages Effect of link format on aesthetic valuesignificant Effect of screen area on aesthetic value not significant Discussion

  25. Introduction 視覺與人因設計課程報告 • Aesthetic value Method Results The effects of link format and screen location on visual searchof web pages Interaction between link format & screen for aesthetic  significant Discussion

  26. Introduction 視覺與人因設計課程報告 • Aesthetic value Method Navigation area: Differences betweenAny types of link formatnot significant Content area: Differences between Plain & boldsignificant Plain & bold-underlinedsignificantBold & underlinedsignificantUnderlined & bold-underlinedsignificant(otherwise: plain & underlined, bold & blod-underlined) Results The effects of link format and screen location on visual searchof web pages Discussion

  27. Introduction 視覺與人因設計課程報告 • Other correlation Method Preference and aesthetic value was not correlated for any of the types of link format. % of hits with preference plain significant (Negetive)bold-underlinedsignificant Aesthetic value and reaction time for hits for bold links significant Results The effects of link format and screen location on visual searchof web pages Discussion

  28. 視覺與人因設計課程報告 Introduction • Findings Method Screen Area hasNOConnection withAccuracy of Hit/Correct Rejection Results The effects of link format and screen location on visual searchof web pages Discussion

  29. 視覺與人因設計課程報告 Introduction • Findings Method • Accuracy • Bold Links: Navigation Area > Content Area • In Content Area: Bold-underlined > Bold, Plain Results The effects of link format and screen location on visual searchof web pages Discussion

  30. 視覺與人因設計課程報告 Introduction • Findings Method • Speed • In Content Area: Bold-underlined, Bold > Plain • In Navigation Area: Bold, Plain > Bold-underlined • Plain and UnderlinedLinks: Navigation Area > Content Area Results The effects of link format and screen location on visual searchof web pages Discussion

  31. 視覺與人因設計課程報告 Introduction • Findings Method • Correct Rejections • In Content Area: Bold-underlined, Bold > Plain • Reaction Time Navigation Area < Content Area Results The effects of link format and screen location on visual searchof web pages Discussion

  32. 視覺與人因設計課程報告 Introduction • Level of Preference Method • In All Screen Location: Bold-underlined, Bold > Plain-underlined, Plain • Level of Preference: Navigation Area > Content Area Results The effects of link format and screen location on visual searchof web pages Discussion

  33. 視覺與人因設計課程報告 Introduction • Implication Method • To Optimal Levels of Texture Information Performance: • Both Color and Format have Significant Effect • Navigation and Content Area Need to be Treat Differently Results The effects of link format and screen location on visual searchof web pages Discussion

  34. 視覺與人因設計課程報告 Introduction • Discussion Method • Although milliseconds may seem too small to matter, milliseconds added to each low-level step of interactive behavior quickly add up • Establishing the reliability of these results through replication is the first necessary stage in confirming the guidelines derived from these data. Results The effects of link format and screen location on visual searchof web pages Discussion

  35. 視覺與人因設計課程報告 Introduction • Conclusion Method • Earlier research has demonstrated the importance of navigation within web pages. • This study has focused on one element of navigation behavior — visual search for hyperlink information — and has shown that link format is an important part of both success and speed of navigation tasks. Results The effects of link format and screen location on visual searchof web pages Discussion

  36. 視覺與人因設計課程報告 Introduction • Conclusion Method • Visual search is just one of the processes that influence information retrieval in web. • Future research: explore other processes. Results The effects of link format and screen location on visual searchof web pages Discussion

  37. 視覺與人因設計課程報告 謝謝 大家 The effects of link format and screen location on visual searchof web pages 第四組 謝東峻 朱佩璇 李仁維 王怡婷 陳彥勳 洪崑涵顏 慷

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