Cultural Preferences of Pakistan for the University Website Design

User preferences in a culture is an important consideration for usable website design and evaluation. Due to this, web design preferences are discussed in literature that distinguish one culture from another. Hofstede's six dimensions of culture are well adopted in literature to identify web design practices. Hofstede Insights [1] evaluated culture of Pakistan and mark this country as a collectivist, high on uncertainty avoidance and restrained society. Alongside, Pakistan is marked neutral on other three dimensions named power distance, masculinity and long term orientation. Due to the neutral scores, the design preferences of the websites may not be identified in these dimensions through mapping. This research makes an attempt to identify preferences of the users of Pakistan through survey using three culture dimensions mentioned above, where score of Pakistan is neutral. To limit the scope if this research, only preferences of the design of the university websites are considered. The survey was conducted at three universities of Pakistan, considering 75 faculty members and 75 students as target participants. The web design preferences are collected from participants using a graphically illustrated questionnaire with web designs where users provided their preferences. The results of this research are discussed along with the impact of cultural markers on those preferences.