Presentation Schedule
Eye-Tracking Analysis of Website Design Preferences: Simplicity, Recall, and Cognitive Load (107322)
Saturday, 9 May 2026 15:45
Session: Poster Session
Room: Hall B5 Foyer
Presentation Type: Poster Presentation
This study explores how visual design simplicity affects user attention, preference, and memory in web interfaces, addressing a critical gap in evidence-based user experience (UX) design. In the current digital landscape, increasingly complex and visually rich interfaces often compromise usability by overloading users cognitively. Therefore, this research aims to examine whether simpler design approaches can enhance user engagement and information retention.
The objectives of the study are threefold: first, to identify user preferences among different website design styles; second, to evaluate the impact of visual complexity on users’ ability to recall information; and third, to investigate how cognitive load influences perceived usability. To achieve these goals, a mixed-method research design was employed. Sixty participants were exposed to four distinct website designs while their eye movements were recorded using Tobii VT3 Mini and iMotions software. Participants then selected their preferred design and completed delayed recall interviews after ten minutes to assess memory retention.
The findings reveal that minimalist white-black designs were most preferred (42%) and resulted in significantly higher recall accuracy (68%) compared to more complex designs. Qualitative feedback highlighted themes such as clarity, ease of navigation, and professionalism, suggesting that simpler designs reduce cognitive load and enhance user experience.
The originality of this study lies in its integration of eye-tracking technology with qualitative recall analysis, offering a neuro-informed perspective on UX design. Academically, it contributes to human-computer interaction research, while practically, it provides actionable insights for designing more effective and user-friendly digital interfaces.
Authors:
Md Jawadur Rahman, OTH Amberg Weiden, Germany
Zaima Zarnaz Tuktuk, OTH Amberg Weiden, Germany
Md Akram Hossain, OTH Amberg Weiden, Germany
Swarup Nakrani, OTH Amberg Weiden, Germany
Gabriele M. Murry, OTH Amberg Weiden, Germany
See this presentation on the full schedule – Saturday Schedule
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