Young people preferences in Respect of Information Design: Research Findings from Spain

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1. Research funded by the Ministry of Science and  Innovation of Spain Proyect: I+D+i: CS02009-13713-C05-02 2. Young People's Preferences in Respect of Information…
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  • 1. Research funded by the Ministry of Science and  Innovation of Spain Proyect: I+D+i: CS02009-13713-C05-02
  • 2. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>CONTENTS </li></ul><ul><li>Introduction </li></ul><ul><li>Qualitative findings </li></ul><ul><li>Experimental findings </li></ul><ul><li>Summary </li></ul>
  • 3. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>INTRODUCTION </li></ul><ul><li>New media New generations </li></ul><ul><li>Young people form the majority audience on the Internet </li></ul>
  • 4. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>INTRODUCTION </li></ul>
  • 5. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>INTRODUCTION </li></ul>-Why is this change taking place? -If young people can get information free of charge on the radio or television or through the free press, why go to an online medium? -Are they really satisfied with the design of the websites? -Is there something about the design that might bother them? ? ?
  • 6. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>BACKGROUND </li></ul><ul><li>Armentia </li></ul><ul><li>Díaz Noci </li></ul><ul><li>Canga </li></ul><ul><li>Salaverría </li></ul><ul><li>Poynter Institute </li></ul><ul><li>García </li></ul><ul><li>Armentia </li></ul><ul><li>Nielsen </li></ul><ul><li>Nora Paul </li></ul><ul><li>Norman </li></ul><ul><li>UNESCO </li></ul><ul><li>INE </li></ul><ul><li>Ministery </li></ul><ul><li>of Industry </li></ul><ul><li>Livingstone </li></ul><ul><li>Sierra </li></ul><ul><li>Oevermann </li></ul><ul><li>Livingstone </li></ul><ul><li>Buckingham </li></ul><ul><li>Negroponte </li></ul><ul><li>Sartori </li></ul><ul><li>M. Greenfield </li></ul><ul><li>Levis </li></ul><ul><li>AIMC </li></ul><ul><li>EIAA </li></ul><ul><li>INJUVE </li></ul><ul><li>Yang y Patwardhan </li></ul><ul><li>Tena </li></ul>
  • 7. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>BACKGROUND. DECALOGUE </li></ul><ul><li>Young people demand speed and constant action on Internet and games. They process information faster. (Buckingham, 2001). </li></ul><ul><li>The importance of the image for young people and their “visual intelligence” (Greenfield) </li></ul><ul><li>According to Eyetrack study: the largest percentage of story text read was higher online (77%) than in broadsheet (62%) or tabloid (57%) formats </li></ul><ul><li>Arnold asserts that the design should be functional. </li></ul><ul><li>According to Mario Garcia, the aesthetic design is not the key on the Internet. </li></ul>
  • 8. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>BACKGROUND. DECALOGUE </li></ul>6. The difficulty of reading the computer screen. The screens flash forces the eye to focus on reading, causing eyestrain. (García, 1984:25; Díaz Noci, 2001: 132; Nielsen, 2001:101). 7. García and Zorrilla (1999:29) defend the use of sans serif fonts. 8. The short paragraphs, according to Nielsen (2001:101). 9. The use of bold style, according to Nielsen, Morkes and Garcia. 10. The video should display an image of quality and in a short time to load (Nielsen, 2001:150).
  • 9. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>OBJECTIVES </li></ul>October 2008 - January 2009
  • 10. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>DESIGN. QUALITATIVE PHASE </li></ul>
  • 11. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>DESIGN. EXPERIMENTAL PHASE </li></ul>
  • 12. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>DESIGN. EXPERIMENTAL PHASE </li></ul>
  • 13. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>DESIGN. EXPERIMENTAL SAMPLE </li></ul>732 participants: University (652) and FP (80)
  • 14. Findings
  • 15. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>QUALITATIVE FINDINGS. DESIGN </li></ul>
  • 16. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>QUALITATIVE FINDINGS. DESIGN FEATURES </li></ul>
  • 17. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>QUALITATIVE FINDINGS. ADVANTAGES </li></ul>
  • 18. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>QUALITATIVE FINDINGS. PREFERENCES </li></ul>-Digital medium is adapted better to their style -They consume when they want
  • 19. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>QUALITATIVE FINDINGS. DISADVANTAGES </li></ul>
  • 20. Findings
  • 21. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 1 (Control test) </li></ul><ul><li>Control group= 5,65 </li></ul><ul><li>Experimental group= 5,67 </li></ul><ul><li>p>0,360 </li></ul><ul><li>Multiple Regression (Design) Result: significant Evidence for the hypothesis </li></ul>
  • 22. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 2 </li></ul>0 Photo1 Photo 2 Photo3 Photo 4
  • 23. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 2 </li></ul>More photos: 6,01 No photos: 4,48 Multiple Regression  Result: significant Evidence for the hypothesis (ET=0,146, p=<0,000)
  • 24. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 6 </li></ul>Sans serif Serif
  • 25. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 6 </li></ul>Sans serif: 6,50 Serif: 5,53 Multiple Regression  Result: significant Evidence for the hypothesis (adjusted mean difference 0,891, ET=0,137, p<0,000)
  • 26. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 9 </li></ul>Black text Grey text
  • 27. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 9 </li></ul>Black text: 6,03 Grey text: 5,93 Multiple Regression (Design) Result: significant No evidence for the hypothesis ( adjusted mean difference -0,182, ET=0,166, p>0,274 )
  • 28. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 10 </li></ul>Photo Photo/ Video
  • 29. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Test 10 </li></ul>(adjusted mean difference 1,612, ET=0,149, p<0,000) Multiple Regression (Design) Result: significant Evidence for the hypothesis Photo/video: 6,96 Photo: 5,44
  • 30. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Results </li></ul>Test group A Test Group B 1. Homepage with 4 photos 6,01 Homepage without photos 4,48 2. News with a gallery of photos 6,62 News without a gallery of photos 5,47 3. News with a black and white photo 4,98 News with a colour photo 6, 00 4. News. Text with some words in bold 7,25 Text without some words in bold 6,94 5. News. Text with sans serif font 6,50 Text with serif font 5,53 6. Homepage with headlines news in sans serif font 5,84 Homepage with headlines in serif font 5,48 7. News with a big photo in the beginning, between headline and text 6,66 News without a big photo in the beginning 5,64 8. Homepage with a headline news with video 6,96 Homepage with a headline news with photo 5,44 9. Text with font in grey colour 5,93 Text with font in black colour 6,03 10. Homepage with photographic in mainly headline news 6,51 Homepage without photographic in mainly news 5,29 11. News with video direct (you can watch it on the same page) 7,64 News with video indirect (you must watch it on another page) 5,33 12. News with two videos 7,57 News with only one video 6,82
  • 31. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Main results </li></ul>• Photos or videos are the first visual impact. • They prefer photos in news on homepages.  • They colour photos drew more that black and white photos. • They prefer a video with direct access • They prefer a text with sans serif fonts, in brief paragraphs separated by white space. 
  • 32. Young People's Preferences in Respect of Information Design: Research Findings from Spain <ul><li>Summary </li></ul><ul><li>Video on same page </li></ul><ul><li>Video homepage </li></ul><ul><li>Photos hompage </li></ul><ul><li>Fotografía noticia en portada </li></ul><ul><li>Photo gallery </li></ul><ul><li>Big photo in the beginning </li></ul><ul><li>Color photo, paragraph, bold </li></ul><ul><li>Text sans serif </li></ul><ul><li>Two videos </li></ul><ul><li>Text some words in bold </li></ul><ul><li>Tipografía sans serif en titulares </li></ul><ul><li>Control test12 (Photo) </li></ul><ul><li>Control test 5 (Photo) </li></ul><ul><li>Control test 8 (Video) </li></ul><ul><li>Black font </li></ul>
  • 33. This research is funded by the Ministry of Science and Innovation of Spain Proyect: I+D+i: CS02009-13713-C05-02
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