<h2>Overload of visual clues?</h2>

The Chinese website SooDoo is a good example for cultural difference in displaying visual information. For our western perception the website is very cluttered and contains too much visual clues (especially the multiple use of motion and colours).

Although in the Asian world this manner of displaying information is considered as clear and easy to read. As stated in the paper by Cha, Oshlyansky and Cairns, Mobile Phone Preferences and Values: The U.K. vs. Korea (In-proceeding, IWIPS 2005, Amsterdam, Pages 29-42), UK users prefer a layered structure of information where only a limited amount is shown at the same time whereas Korean users prefer a to see all the information at the same time. Both groups consider their preferred structure as easy and giving them the best overview over the provided information.

This shows us that the perception of visual clues is inherently different among different cultures. Visual design, therefor, should always be performed in awareness of the intended target group.