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Summy | Flat UI Elements Attract Less Attention and Cause Uncertainty
Our Summy for:
Flat UI Elements Attract Less Attention and Cause Uncertainty

Summy Transcript

A study was conducted to test eye-tracking and comparing different kinds of click-ability cues. The results show that week signifiers have an impact on the way that users comprehend web pages. 71 General web users were recruited to take part in the experiment. Nine different sites were tested. A "strong" and a "weak" version of the same sight were compared side by side. The participants were asked to find a specific UI element that was meant to be clicked on. Once found they would call out that they found it and then stop. During the study, the participants eye movements were tracked. The two key components that were measured were "fixations": when the eyes linger on one area of interest, and the amount of time it took to complete a task. Essentially, it took longer to find the click-able parts of the weaker designs this increases the likelihood that people click on something other than what they were looking for. Likewise, there were more fixations associated with the weaker design. In general terms, this means that users were less engaged with the web page. Less engagement means bad news. This article offers a significant amount of visual data representations to back up the research that was conducted. The fastest way to summarize this article would be to say that: the weaker the clickability, the more time is wasted for the user and the more uncertain users feel; this leads to depleted traffic over time.

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