The Impact Of Animation On Visual Search Tasks
BibTeX
@MISC{Environment_theimpact,
author = {In Web Environment and Ping Zhang and Nelson Massad},
title = {The Impact Of Animation On Visual Search Tasks},
year = {}
}
Share
 |
 |
 |
 |
||
OpenURL
Abstract
Research results from a previous study show that animation as non-primary information significantly reduces information-seeking performance in a web-based environment (Zhang, 1999, 2000). Furthermore, in a different study, Zhang (2000 finds that animation on the left side of a screen has a higher negative impact on task performance than animation on the right side; animation also has different impact on task performance depending on its onset timing. This paper reports an investigation on whether animation's location and timing impacts have changed over the years, as the Web has become a commodity and people are more used to animated online advertisements on the Web. The results from four experiments during the 1999-2003 period indicate that (1) animation as non-primary information still significantly affects information-seeking performance in almost all animated conditions, (2) animation retains the significant main effect on side: the left side has higher negative impact than the right side, (3) animation retains the significant main effect on onset timing, although (4) animation's onset timing effects have changed slightly over the years. We discuss the effects from a theoretical perspective as well as the practical implications for website designers and online advertisers in the design of effective webpages with animated online advertisements.
Keyphrases
visual search task task performance onset timing significant main effect animated online advertisement right side negative impact left side non-primary information information-seeking performance effective webpage previous study show research result website designer different study different impact animated condition timing impact online advertiser web-based environment theoretical perspective practical implication 1999-2003 period
