That site looks 88.46% familiar: quantifying similarity of Web page design
Giselle Martine, Gordon Rugg · Expert Systems · 2005
Abstract: Web page design guidelines produce a pressure towards uniformity; excessive uniformity lays a Web page designer open to accusations of plagiarism. In the past, assessment of similarity between visual products such as Web pages has involved an uncomfortably high degree of subjectivity. This paper describes a method for measuring perceived similarity of visual products which avoids previous problems with subjectivity, and which makes it possible to pool results from respondents without the need for intermediate coding. This method is based on co-occurrence matrices derived from card sorts. It can also be applied to other areas of software development, such as systems analysis and market research.