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Semantic Interference Effects of Text and Images in Stories Presented on Web

By Gopala Krishna Koduri, Amitash Ojha and Bipin Indurkhya.

Published by Design Principles and Practices: An International Journal

Our work aims to apply the research over semantic interference effects between words (text) and images in the field of web presentation. There is a lot of effort put into constructing web pages for articles such as stories and news pages. The way they are presented has a tremendous impact on how the user perceives and comprehends the content. A major issue that occupies most of the designers’ attention in building such pages is choosing appropriate images for the content. The focus of our work is to formulate few general guidelines to help a designer to handle this task efficiently. We have conducted an experiment to study how images effect the presentation. In particular, as this pertains to presentation of data on web, our experiment aims to elucidate the effect of images in articles on perception of content in the text and vice versa. For example, the presence of image in an article influences the subject in a way he/she selects the parts of text to be or not to be read, which in a way influences the overall time spent by the subject on the article. Images also affect the way subjects memorize items from an article. The domination of source, whether it is image or text content, is also discussed when they convey contradicting information.

Design Principles and Practices: An International Journal, Volume 3, Issue 6, pp.161-174. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.840MB).

Gopala Krishna Koduri

Research Scholar, Cognitive Science Lab, International Institute of Information Technology, Hyderabad, India

Amitash Ojha

International Institute of Information Technology, Hyderaba, India

Dr. Bipin Indurkhya

Professor, International Institute of Information Technology, Hyderabad, India