The Influence of Holistic and Analytic Cognitive Styles on Online Information Design: Toward a communication theory of cultural cognitive design

Abstract

Although studies have linked culture to online user preferences and performance, few communication researchers have recognized the impact of culture on online information design and usability. It is important to ask if people are better able to use and prefer Web sites created by designers from their own culture. We propose that to improve computer-mediated communication, Web site design should accommodate culturally diverse user groups. First, a body of research is presented that aligns East Asian cultures with more holistic cognitive styles and Western cultures with more analytical cognitive styles. Building on this contrast, a theory of cultural cognitive design is proposed as a means of understanding how cognitive styles that develop under the influence of culture lead to different ways of designing and organizing information for the Web.