Designing for Genre Context

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Designing for Genre Context
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Web Genres Subgenres

• GENRES
• SUBGENRES

NEWS Broadcast TV Newspaper Magazine
SHOPPING I. Product Sites II. Service Sites
(a) Travel (b) Consulting (c) Real Estate
INFORMATION Tourism Education Career Web Site
Development Hobby Government City/Local Medical Bu
siness Intranet
ENTERTAINMENT Online Video Games Casino
Games Sweepstakes Fan/Celebrities Movie Music
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Designing for Genre Context

• Content
• Expression
• Form

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News Content Headlines of Major Current Stories
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Genre - Higher Education Content Relevant Words
Pictures
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Genre - Expression Content Entertainment
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Genre - Content for Shopping Pricing
Scentimentals
Scentimentals
Perfumes America
Perfumes America
Perfumes America
Perfumania.com
Perfumania.com
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Defining Content by Pictures and Words
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Genre Expression for Newspaper Subgenre
Photographs Text
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Genre Expression for E-shopping Subgenre
Stylized Pictures
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Genre Expression for E-shopping Services
Subgenre Icons, Representing Services Links
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Genre Expression Medical Subgenre
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Sample of Genre Characteristics

• Characteristics

Content Traditional News programming newspaper
categories include - Current News -
International News - National News - Sports
News - Financial - Breaking Stories - Archived
Stories - Multimedia Enhancements (video or
audio clips)
Expression Highly Textual Information Textual
Links Photographic Images Conservative
Colors-navy blue, whites, gray, pages are dense,
little white space Time and date determine
importance, older stories toward bottom of page
Form Feature Story in Top Center Maximized for
easy reading, black text on white Long
Pages Sites are Medium to Large ( of
pages) Necessary to scroll Grid with Regular
Columns
Genre NEWS
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Sample of Genre Characteristics

• Characteristics

Content Information and Product Goods Product
Information Multimedia Content Transaction
Pages Customer Service Information Advertisement
s Categories Model Traditional Shopping
Environment
Expression Iconic Images Not Textual Unified
Design (Branding Prominent) Bright Colors,
Pastels Model Welcoming Quality of Traditional
Shopping Environments More White Space
Form Select Goods Featured in Center of the
Page Maximized for Easy Browsing Short
Pages Sites are Full Range, Small to Very Large
( of Pages) Limited Scrolling Required
Genre SHOPPING
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Sample of Genre Characteristics

• Characteristics

Content Tips or Articles Tutorials Stories Rel
eases Data Statistics
Expression Highly Textual Information Textual
Links Photographic Images Dense Pages Little
White Space
Form Maximized for Easy Reading, Black Text on
White Background Long Pages Sites are Full
Range, Small to Very Large ( of
Pages) Necessary to Scroll
Genre INFORMATION
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Sample of Genre Characteristics

• Characteristics

Content Large Multimedia Files Graphic
Images Transaction Pages Advertisements Limited
HTML Text
Expression Iconic and Photographic Images Not
Textual Bright Colors, More Design
Focused Animations Sales Pitch Language
Form Main Feature Centered and
Highlighted Short Pages Sites are Full Range,
Small to Very Large ( of Pages) Limited
Scrolling Required Banner Advertisements
Prominent
Genre ENTERTAINMENT
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The Effects of Genre MixingExperiment Procedure
A. News as Shopping B. Shopping as News C.
Shopping as Shopping D. News as News
Group 7 site B then site C Group 8 site C then
site B Group 9 site B then site D Group 10 site
D then site B Group 11 site C then site D Group
12 site D then site C
Group 1 site A then site B Group 2 site B then
site A Group 3 site A then site C Group 4 site
C then site A Group 5 site A then site D Group
6 site D then site A
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News in a News Format
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News in a Shopping Format
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Shopping in a Shopping Format
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Shopping in a News Format
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Summary Conclusions

• The shopping layout was more popular overall than
  the news layout.
• Participants who preferred a site they performed
  on, took less time to complete that sites task
  than those who did not prefer it.
• On average for shopping style sites, those who
  preferred a site visited fewer pages to complete
  that sites tasks, than those who did not prefer
  it.
• On average for news style sites, those who
  preferred a site did not visit fewer pages to
  complete that sites tasks, than those who did
  not prefer it.

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Summary Conclusions - Continued

• Those who saw only news content sites and chose
  News as Shopping, performed better than those who
  saw only news content sites and chose News as
  News.
• People who saw only news content, chose their
  preference based on experience.
• Those with news experience preferred News as
  News.
• Those with no experience chose News as Shopping.
• The shopping layout was more popular than the
  news layout. Sixty seven percent of the News as
  Shopping was the most popular site.
• Shopping as Shopping was the next most popular.