A Case for Design Localization: Diversity of Website Aesthetics in 44 Countries

A Case for Design Localization: Diversity of Website Aesthetics in 44 Countries
Manuel Nordhoff, Tal August, Nigini A. Oliveira, Katharina Reinecke

CHI '18: ACM CHI Conference on Human Factors in Computing Systems
Session: Design & Design Research 1

Abstract
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.

Recorded at the ACM CHI Conference on Human Factors in Computing Systems in Montréal, Canada April 21-26, 2018