Visual displays: the highlighting paradox

Office computer users view well over a billion displays in a given year. The savings of only a fraction of a second in the time it takes users to process each display can potentially lead to enormous time and cost savings. In recent research investigators have shown that on average subjects are quicker to find a target option in a highlighted display than in a display without highlighting. Paradoxically, in related research other investigators have shown that subjects are slower to find a target in a highlighted display than in a display without highlighting. In an attempt to resolve this paradox, an additional set of experiments was performed. Results from these experiments suggest that in order to determine whether highlighting will be of benefit, one must know the type of highlighting, the level of highlighting validity, and the probability that subjects attend first to the highlighted options.