Tuesday, September 7, 2010
Top-Down Visual Processing
The Google interface is an ultimate example of goal-driven web design. It does a stellar job of directing a user's attention to a singular goal. People go to Google with a purpose. Almost the entire screen is dedicated to the one goal: searching. The design directs the eye to the name "Google" in bright colors in the center of the page. The search bar is directly under that, easily located because it is pretty much the only other object on the page. Users have only two main options when seeing the Google homepage, both options used for searching.
There is also eye movement and re-linking between actions and cognition required when using the Google homepage. When a user types on their search query, Google tries to guess what they are typing. The user's attention goes to the list with the goal of finding their query, then must return to their typing. When Google performs the search, the user has the further task of looking down the page and identifying which results match their query.
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