CULTURE COLOUR PREFERENCES FOR CROSS-CULTURAL WEBSITE DESIGN

Users from various cultures not only speak different languages, but also think and act differently. These differences impact process of how users perceive and use information systems, including websites. Therefore there is emerging need for models, methods and technologies for design of usable cross-cultural websites. One of the main tasks relating to usable cross-cultural website design is to gather data about cultural preferences for a selected culture. In this article methods for culture colour preference identification are summarized. Improved method is introduced for gathering not only colour names, but also colour saturation data from websites. The comparison of results of two method executions is performed within a process for gathering Japanese website design colour preferences. From results of scanning web browser rendered website images, it can be seen that extracting colour saturation data give more precise and different results than executing the colour code extraction method.

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