文情图意总相宜:基于眼动实验的平面公益广告设计传播效果研究

An Eye-tracking Experiment on Print Public Service Advertising Design

本研究聚焦平面公益广告创意设计,采用眼动实验法,以颜色、图像和文本三个基本元素为切入点,探究一致性原则对平面公益广告的作用。研究发现,颜色和图像的经验一致以及颜色、图像和文本的情境一致都能引起更好的广告注意、广告喜爱度和广告分享意愿;但在广告记忆方面,冲突特征的广告记忆效果更好,采用一致性原则的广告更容易引发错误记忆。此外,研究证实了颜色对平面公益广告创意的重要性。

Focusing on the creative design of print public service advertising,this study,taking color,image and text as three basic elements,explores the effect of consistency principle and conflict principle on advertisements.Through two experiments,it discovers that experiential consistency and situational consistency draw audiences’interest and attention better.However,on memory effects,it is experiential conflict and situational conflict that enable advertisements to be easily remembered,while consistency is likely to result in false memories.In addition,this study also corroborates the significance of color for the creativity of print public service advertising.This research results provide a practical reference for the creation practice of print public service advertisements and expand a new field of research on the effect of public service advertisements.This study provides a practical reference for the creation practice of print public service advertisements and expands a new field of research on the effect of public service advertisements.