A Case for Design Localization: Diversity of Website Aesthetics in 44 Countries
summary
Large-scale analysis of the top 2,000 sites in 44 countries (about 80,901 screenshots) uses OpenCV-derived metrics to quantify colorfulness, saturation, visual complexity, text prevalence and whitespace. Findings: Chinese sites score higher on colorfulness, Brazilian sites show stronger saturation, Indian sites are on average less complex than Russian ones, and globally popular sites are much more homogenized. The authors publish an interactive tool, Juxtapose, that compares country averages and suggests concrete changes (for example lower saturation to blend with a target country).
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chapters (8)
- 0:00Start
- 0:18Website Design Localization
- 3:19The Colorfulness Model
- 6:23Text Prevalence
- 8:04Website Sameness
- 9:59Summary
- 11:26Text Heaviness and Complexity
- 12:24Patterns across Countries
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