MAYA原则、页面典型性及页面元素位置
注：本文承接 从演化角度看审美到底有什么用 及 视觉复杂度和典型性对网站第一印象的影响，建议先行食用这两篇。
让我们先来复习一下什么是MAYA和Prototypicality
MAYA全称是Most Advanced Yet Acceptable，意指即使人们会被新鲜的、不熟悉的设计形式吸引，但这是有限度的，如果超过这个产品本身典型性的极限，那么接受度就会明显下降。那么什么是本身典型性？简单说，就是一个东西能被识别的最小组成。比如一把椅子，最基本要有四条腿支持一个椅面吧，这里的prototypicality就是四条腿+椅面。
典型的椅子
上图左侧由被试画出的椅子草图可得到右上最典型的椅子特征，从中可以发现，对于特定物体，人们有个趋同的典型性印象。如果进一步扩展的话，还可以得到所谓刻板印象（Stereotype）的概念。
Prototypicality对审美和设计的影响
Typicality and Preference.png
一项对产品设计关于典型性、审美判断及喜好三者相关性的实验发现，典型性和喜好呈现倒U关系。
尽管产品设计并不仅限外型，价格、材质、可用性等都是需要考虑在内的变量，RW Veryzer和JW Hutchinson认为，统一性和典型性仍然是可以独立出来进行考量的影响审美判断的两个因素。
The results of four experiments provide evidence that unity and prototypicality positively affect aesthetic response. These effects were strongest when visual properties were the sole basis of judgment and when design variations were easily compared. However, they persisted when aesthetic aspects were combined with other product information and when comparing design features was difficult. The effect of unity was found to be superadditive, suggesting that it has a relational, "all‐or‐none" character.
三类网站的页面典型性
左起NYTimes、Amazon、Nintendo
在Sandra P. Roth等人对页面组件（搜索栏、导航等）位置典型性的实验中，被试对三类网站的心智模型有着显著区别，如上图所示分别为新闻门户、电商及公司主页。被试对页面组件位置的预判有着明显的趋同，这说明了页面组件位置作为网站的典型性同样受到MAYA原则的影响。
Data analysis showed that Internet users have distinct mental models for different web page types (online shop, news portal, and company web page). Users generally agree about the locations of many, but not all, web objects.
电商类网站页面元素的典型性
Amazon detail
仔细看Amazon的商品详情页面，注意搜索条、购物车入口、类目导航、购买按钮等的位置。然后在脑海里随便再想一个电商网站的detail页，比如淘宝、京东或者farfetch、net-a-porter之类的，想想这些组件的位置。
J Markum等人针对电商网站曾做过组件位置倾向性的实验，结果大致如下。
Preferred Quadrants.png
Top Selected Quadrants for Each Objects.png
小结
页面典型性除了直接影响美学判断，同时也对可用性带来了挑战。MAYA原则的倒U曲线说明了典型和创新之间存在着微妙的平衡。
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References:
- Hung, W. K., & Chen, L. L. (2009). Exploring relationships between product aesthetics, typicality and preference. In Proceedings of the 3rd IASDR Conference on Design Research.
- Veryzer, Jr, R. W., & Hutchinson, J. W. (1998). The influence of unity and prototypicality on aesthetic responses to new product designs. Journal of consumer Research, 24(4), 374-385.
- Roth, S. P., Schmutz, P., Pauwels, S. L., Bargas-Avila, J. A., & Opwis, K. (2010). Mental models for web objects: Where do users expect to find the most frequent objects in online shops, news portals, and company web pages?. Interacting with computers, 22(2), 140-152.
- Markum, J., & Hall, R. H. (2003). E-Commerce Web objects: Importance and expected placements. Laboratory for Information Technology Evaluation Technical Report. Retrieved July, 19, 2005.
