Less is still More
July 10, 2007
Researchers at the University of Missouri-Columbia have found that less is more when it comes to online content. In a study that examined responses to pictures viewed online, the researchers found that people were able to pay more attention to pictures selected from a small array of choices than from a large array of choices. These findings may have implications for Internet search engines, advertising and news sites.
Participants who had selected from the limited array remembered the pictures with 99 percent accuracy, while participants who had selected from the extensive array only remembered the pictures with 89 percent accuracy. Participants also were faster at recognizing the pictures selected from the limited array.
These results may have implications for presenting content online, especially for search engines and news portals, as well as sites that utilize advertising. Wise said companies might consider presenting fewer picture options online.