The impact of animation on visual search tasks in a web environment: A multi-year study Export

@article{citeulike:402394, 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 (2001) 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.}, author = {Zhang, P. and Massad, N.}, citeulike-article-id = {402394}, comment = {Research website: melody.syr.edu}, keywords = {advertising, animationonline, attention, experiment, human-computer, information, interaction, interference, multi-year, seeking, study, visual}, posted-at = {2005-11-21 06:55:22}, priority = {3}, school = {melody.syr.edu}, title = {The impact of animation on visual search tasks in a web environment: A multi-year study} }

TY - JOUR ID - citeulike:402394 L3 - citeulike-article-id:402394 N2 - 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 (2001) 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. TI - The impact of animation on visual search tasks in a web environment: A multi-year study KW - advertising KW - animationonline KW - attention KW - experiment KW - human-computer KW - information KW - interaction KW - interference KW - multi-year KW - seeking KW - study KW - visual N1 - Research website: melody.syr.edu AU - Zhang, P AU - Massad, N ER -