ABSTRACT

In Part II we showed some interesting and actionable differences between user groups that we can gather from cross-cultural research. Both the groups were exposed to similar computing environments, which led to similar preferences for the UI structure in general. However, we found a few cultural markers that were different and were related mostly to layout and color (for insights into the cross-cultural perception of colors, see pp. 122-123). The impact of the native language grammar on the spatial and logical UI organization was not so pronounced as we expected. Bigger differences between the compared groups came from habits and respondents' cultural background in general.