[UX Myths] 误解7:图像有助于突出页面元素

来源: UXMyth

关键词:网站 信息设计/内容管理  视觉

 

常见的一个错误示范是,一些网站为了突出某部分内容,往往配上花哨的插画,但这样往往会掩盖内容本身。当访客想要在页面上找特定内容时,往往会直接浏览他们认为最有可能找到信息的地方,比如文字或者超链接。页面上那些花哨的、色彩丰富的插画元素往往会被认为是广告,而被用户忽视。

当然罗,并不是说你不可以用插画来突出内容,在设计中,有效地利用对比(contrast)能够强调信息的优先级别,设计有创意的网站。

 

有关误用图形的研究和文章

-(又是)尼尔森的眼动追踪研究证实,访客几乎从来不看页面上任何像广告的信息。想要了解更多相关讨论,可以看看他的书,”Prioritizing Web Design”(貌似没有中文版)

– 网站用户研究机构尼尔森诺曼集团的主要负责人尼尔森说:“广告条盲区(banner blindness)是名符其实的盲区。访客不仅忽视任何广告条,即使是像广告条一样的设计也会被忽略。“例如,一个和健康相关的非营利网站有一个方框(不是广告),主要介绍应对心脏病突发的相关信息。但研究表明,大部分访客都没有看这部分的内容,因为这个方框的位置(感觉起来像是一个广告位)。——《求解广告条盲区》

– 广告条盲区还影响到美国2006年的选举:13%的选民跳过了选票上的一段选项,事由就是这段选项的位置。——《选票上的广告条盲区

– Franck Largeault对300个对象的研究证实了访客”避开广告“的行为。研究本身是对插画风的广告条和超链接进行比较,”Compared efficiency of advertisement banners and contextual sponsored links on Internet“

– 唐纳德·诺曼在一篇文章中曾经提到,当人们聚焦于某个物体时,就会看不到焦点外的其他东西,所以访客会不看类似广告的内容。——《论广告条盲区、人类认知和网页设计》

– 著名的广告撰稿人Howard Luck Gossage说:”没有人会真的阅读广告上的内容。人们会被有趣的信息吸引,广告是其中一种。“

来源:UXMyth

原文作者:Zoltán Gócza

原文链接

 

 

【译者补充】

– 大公司如何应对?转战移动平台:为了宣传推广奥利奥,卡夫的一个分部Mondelez International就将视角转向移动平台,设计了一款”一扭、一舔、一蘸“的手机游戏

– 一些信息图: 谁会看广告条?(研究发现55岁以上的人更可能点开广告条;61%的人说不想点广告条是因为不想分散注意力);最佳广告条设计(虽然信度不高,但是看看也挺有趣。其中提到的要带有适度的幽默感,我觉得很重要,但是如何把握度呢?如何”设计“幽默感,这本身就是一个很有趣的话题。)

– 除去广告条的讨论外,还可以看看当前比较流行的设计元素的探讨,比如半透明的应用,如何在利用图像的同时也能突出信息。

[Design Thesis] 1-4 The “Looking Glass” Concept

Among all the technologies from previous research, the one that interests me most is the “Looking Glass” concept from designer Mac Funamizu. In his vision, people could get information in real-time with a piece of smart glass. When you holds up the device towards certain object, information pops up to tell you more about this object or show you the direction when you are navigating in a new city. You get information in the context– the moment when you want it and the place where you need it.

 

seethroughThe concept is exactly what I was thinking about before the research and it’s totally possible for the near future. An app that connects to the camera could instantly simulate the same effect. The “see through” glass is nothing new because someone has already come up with this idea (and he won the Red Dot Design Awards in 2009). The concept is simple but powerful, but it does not explain how to realize. Ideally, people can use it to get instant in-context information with the device, the question is what the supporting technology is and where the information comes from. Furthermore, how can it be applied in exhibit spaces? What will the interaction look like? Or we can jump out of this box and ask: do we enjoy carrying a large piece of glass around when traveling or walking in the city?

It becomes a foundation for me to build up on. I helps me map out the elements that I should look into: information display, information database, supporting techniques and user experiences.

After the rough exploration into technology, next step, I will start to learn more about the visitors: what interests/attracts them, what they expect to see and learn more about, what types of interaction they prefer, etc.

 

[Design Thesis] 1-3 Technology for Exhibit Spaces

To improve the information interaction in the art museum, one of the opportunity I observe is to bridge the gap between artworks and information. You might ask why I want to bridge the gap to provide more information to the visitors. The answer partly comes from some large-scale visitor research by museums(which I will further summarize in another post), and also depends on future interviews with the visitors in an art museum in Pittsburgh.

So, first, I did research on current technology used in museums. Most popular use are mobile applications and augmented reality. Visitors can get more information from the apps for both smartphones and tablets. They can read texts, listen to audios or watch videos on feature interviews with curators and artists. These apps also encourage interaction with the exhibits and the museums. Augmented reality is used to create richer experience with the exhibits for both onsite and offsite visitors.

Here are some exciting examples:

LeafSnap: a crowdsourcing app from Smithosonian

–  Yves Klein: With the Void, Full Powers : “provides an overview and insights into select art pieces with hi-res images, video, audio and quotes directly from the artist.”

Gallery One: inspiring exhibit interaction from the reinvented Cleveland Museum of Art

– Ultimate Dinosaurs exhibit: Royal Ontario Museum(Canada) create a new way to experience dinosaurs (video introduction)

 

I also look into the technology that might support new ways of information display. I read some articles on prediction of future mobile devices and user interfaces. I summarized some trends that are related to my research.

1) More authentic and ubiquitous visual experience. Screens become bigger with higher resolution. Projectors might be built in the mobile devices to support flexible displays. In the future, the interaction will be more ubiquitous. What we call mobile devices today may all become wearable devices. Google Glass is one of the attempts. Others include foldable interfaces, transparent LCD patches that can be applied on any glass and contact lens that can project visual feed directly on to your retina.

On the other hand, the viewing experience will become more authentic, such as the popularity of 3D display and augmented reality.

2) More intuitive input methods. The voice input and gesture control will become more fluent.Some day, people can control the devices by brain without touching the screens.

3) Smarter devices and interfaces. With development of sensor technology and big data, mobile devices continue to learn and detect behaviors of human beings, and thus provide more contextual services. For example, recommendations and suggestions based on your previous behavior; or more advanced, the network of things.

4) Advanced supporting system. Along with the development of smarter devices and ubiquitous interfaces, the supporting system (power and connectivity) will also be improved.

Based on my research and my previous findings, I created a rough timeline of new technology that might be applied in the art museums. It’s really rough right now. It functions more as a guidance and a draft for future exploration. It would be really interesting to make a summaries of all the possible technology for art museums to improve the visiting experiences.

info3

[UX Myths] 误解1:用户会阅读网站上的信息

来源: UXMyth

关键词:网站,信息设计/内容管理

实际上,用户只有对内容非常感兴趣才会逐字逐句地读完全文。通常他们都快速浏览(链接直达尼尔森集团的网站)找出关键词、重要标题、短段落或是简明列表。用户的时间有限,所以他们会快速筛选信息以找到自己想要的。

不要指望用户会耐心地看完无法快速浏览或无关的内容,比如大段大段文字、多余的说明、软文和闲扯等。

 

用户真正阅读的内容有多少?

– 2013年,网络分析公司Chartbeat对Slate杂志和其他网站进行分析,发现大部分访客会滚动浏览50%-60%的页面。有趣的是,分享行为与滚动浏览没有必然联系:即使他们没读文章,也会分享。(原文标题很直接:你不会读完这篇文章

– 2008年,尼尔森的眼动追踪研究发现,平均每个页面真正被读到的内容少于20%。

– 在另外一个可用性测试中,尼尔森在同一个网站实验了不同的语言风格,结论是简明、易于浏览、客观的内容能够极大地提高网站的可用性。

Gerry McGovern的可用性研究发现,每15个访客中只有一个人能够找到文本中某个特定的隐藏信息点。

– Steve Krug在《点石成金》一书中谈到,一个必须理解的现状是,网络用户只会浏览。

 

什么时候用户会逐字逐句看

– 如果用户找到了感兴趣的信息,就会逐字逐句看相关内容。

研究发现,如果用户读一篇文章只是因为好玩、开心,他们会在屏幕上通篇读完。

-相关的研究表明,一些有系统的网络用户会从头读到尾,而不只是浏览。

– 如果页面设计支持快速浏览,那么读者通常都会阅读信息。

 

来源:UXMyth

原文作者: Zoltán Kollin

原文链接:http://uxmyths.com/post/647473628/myth-people-read-on-the-web

 

【译者补充】

正确示范

Awwwards2013的年度总结了未来的网页设计趋势,第一个准则就是“内容优先”。

– 曾经在TED上介绍信息之美(Information is Beautiful)的David McCandless用一张韦恩图解释何为好的信息设计。他将信息设计拆分成信息和设计两部分:信息需要有趣(interesting)、真实可信(integrity),设计则需要兼具形式(form)和功能(function)之美。具备了四种属性,就是成功的信息设计。他的图还解释了如果只具备其中的两者或三者,会是什么样的设计。图本身是一个探讨的平台,有兴趣可以看看文后的评论。

Good Web Design Examples and What Makes Them Work:引用MailChimp,37Signal等案例解释网页上的信息应该如何呈现。总结下来的原则包括:围绕用户需求组织、呈现信息,简明直接,体现个性,使用关键词,等等。

– 身兼多职的Jason Awunwa用14个案例说明好的信息设计是什么,他引用的例子在笔者看来都是很有趣、值得经常关注的例子,比如Google季度科技观察“Think Quarterly”,Fast Company下的Co.Design,专注介绍网页设计20年的A List Apart。文后还有更多的文章链接,提供更丰富的视角。

国内有没有人做过相关的研究?

1.  信息设计:如何让用户快速高效的获取信息? (转自互联网的一些事 )

结合具体国内案例进行分析的好文,从信息的呈现方式、用户表达的方式以及提示的方式等角度分析了什么样的信息设计更加有效、便捷。选择的例子是比较热门的微博和即时通讯,我觉得有心人可以研究一下微信的信息设计。

2. 认知与设计 –理解UI设计准则(转自Xmind)

在网上搜“信息设计+用户+浏览+阅读”的时候翻到了这么一份mindmap,感觉像是翻译过来的(所以很好奇原图在哪里)。这个图主要从人类的视角来理解信息设计中要考虑的一些因素,比如生理的、社交的、文化的等因素。如果能够用实例进行生动地描述就更赞了!

现代人每天处理的信息有多少?

南加州的一位教授的研究说(2011),现代人每天处理的信息相当于174份报纸的信息量;科技博客ReadWrite上面的一篇文章则将日常接触文本信息(博客、新闻、邮件、推特、RSS)转换为字节数,计算每个人每天接触的信息大概有多少字节,很有趣的视角。

我感兴趣的是人们将如何应对这样大量的信息。比如这个博客的目的,不是为了制造更多冗余信息(虽然实际效果确实如此),而是按照特定主题组织信息,形成一个特定的信息平台,为经过这里的访客提供一些不一样的思考方式和信息来源。博物馆、图书馆本身就是大型的信息机构,所有过往受限于书本、化石、标本、艺术作品中的信息未来可以被释放出来吗?这些信息又会以怎样的信息呈现、互动?这些是我在硕士论文中会进一步探讨的话题。

[Design Thesis]1-2 Information in the Exhibit Spaces

What are the information in the exhibit space? I made a list of the various types of information in both art museum and botanical garden.

One thing that interests me most is “labels that elicit participation”. They are commonly seen in museums of science, kids or natural history in the form of instructions, guiding visitors to interact with installations. I think they should be more than instructions. Object labels can be labels that elicit participation, if they invite the visitors to ask questions, to start discussion or to do some experiments. The same for concept labels. It is interesting to explore how to achieve such effect and how to elicit participation or action by texts.

This sounds just like what people are doing in the advertisement and marketing industry–encourage audience to consume certain products. The viewing experience and watching commercials share some similarities: their audience are the public; they both design for the glance; both information providers wish that the audience could at least understand the essence of the information, and better, take actions. Museum could benefit from these businesses.

What makes the exhibit space interesting is the complexity of information and the depth of the interaction. Being in the museum is more than just passively looking. People look, move, discuss, ponder, make notes or sketches, sometimes touch, smell and listen. They might look at a painting at distance, then walk closer to see more. They make connections with their own experiences, the space and other visitors. All of these are small but fascinating interactions.

info

I also look into the information in botanical garden because I found they share commonalities with the art museums. In the botanical garden, visitors read expanded information from labels. There are also audio guides and apps to support diversified interaction. Making comparisons in different public spaces helps me think about solutions for more than one space, but solutions that could scale up and be applied in different situations.info2

[Design Thesis] 1-1 Information Interaction Model in Art Museum

I started with reading academic articles and making diagrams to illustrate the interaction in the space. Based on literature review and my previous research in art museum, I mapped out the key elements and information involved in the viewing experience in art museum as in shown below.

Framework in the art museum and questionsWhat the diagram tries to convey is 1)elements and context I need to think about for my research question; 2)design opportunities in the art museum. I am interested in individual level interaction–when a visitor stands in front of an artwork, things (s)he’s looking at, things that (s)he might feel and the surrounding. All the contextual elements might affect how (s)he interact with the artwork, such as the lighting, temperature, other visitors, other paintings, etc.

By looking at the elements and the interaction among them, opportunities can be observed. For example, right now, if a visitor want to know more information about a painting, (s)he either look at the placards next to the artwork or rely on mobile devices, such as audio guides and cellphone. According to visitor research, some find the separation between artworks and the information provider distracting. People move back and forth to read labels and to look at the paintings. What if the information can be gained directly from viewing the artwork? What would that interaction be like? What technology could support that?

Another thing to look at is the relationships between one painting and other paintings in the same room. Why are they organized in the same room? How does this painting relate to the other one? How does one artist relate to other artists?

Audio guides, apps of the museum, conversation/discussion among visitors, the interior design and online resources could all be the opportunities to improve the information interaction. My interest lies in the purest form of information–the labels, which is also similar to the reading experience I am interest in. What do labels do? What else could labels be? Follow these questions, I will further look into constructivism, different types of labels, new technology for information representation and the psychology of information interaction. I would also research a bit further about the relationships among paintings in the same space.

A long way to go.

[Design Thesis] Introduction to Design Thesis

The initial idea for my thesis is “the future of books”. As an avid reader, I am curious about what people are going to read in the future. It’s a broad topic, but the essence of the inquiry is how people perceive, react to and recreate information in the digital age. After long discussions with professors and colleagues, I realized books are just one of the carriers of information in the human history. In the future, there will be more and more fancy carriers or medium to present information. What really matters is how to communicate the information to the audience in a meaningful, memorable and effective way in the world of “information anxiety.”

So I focused on places where intense information interaction takes place, such as email inbox, online forum, and museums. I prefer to spend more time in museums, and thus I summarize my thesis topic as “Engaging Information Interaction in Exhibit Spaces.”

I am interested in new ways of presenting information to the visitors in traditional exhibit spaces, such as art museums, botanical gardens, where information is usually presented statically to the visitors. How to better engage the visitors in the curated narration? How to invite the visitors to not just look at the artworks but participate in the viewing experience, or even take actions after the visit?

Technology might be the answer. In the ideal future, every visitor could get personalized information whenever wherever they want via advanced mobile devices and data mining technology; they could actively interact with the artifacts (paintings, sculptures or plants) with help of augmented reality or new projection technology. But what will be the first step towards this ideal future? How to leverage current technology to present information in an engaging way in the exhibition setting?

These are the questions that I am exploring in this nine-month thesis project.