公共海报中双关图形的眼动特征研究

Eye Movement Characteristics of Pun Graphics in Public Posters

目的通过对比有无双关图形,以及在双关条件下“图底共线”与“图底共形”两种不同图底关系类型对人观看海报时的眼动行为和观后评价的影响,帮助海报设计师理解观者的认知方式并应用到设计实践中。方法选取四张应用双关图形的公共海报,将其“去双关”处理形成八个刺激材料。使用眼动仪收集被试的眼动数据,并以问卷调查作为辅助研究方法获取被试的观后评价。结果实验发现双关图形的应用可以引起更长的注视点持续时间与更低的注视频率。在双关条件下,图底关系类型对跳视行为有影响。结论双关图形的应用使海报信息的接收难度增加,可以引起人更加活跃的认知处理。在双关条件下,图底共形图形的信息表达更鲜明,而图底共线图形的布局功效更高。

The work aims to compare the effect of whether pun graphics are applied and two different types of figureground relation of“collinear”and“conformal”under pun condition on eye movement in poster watching and postwatching evaluation,to help the poster designers understand the viewer’s cognition and apply it to the design practice.Four public posters of pun graphics were selected and processed(remove pun)to form 8 stimulus materials.Eye movement data of subjects were collected by eye tracking machine,and questionnaire survey was used as auxiliary research method to obtain the post-watching evaluation of the subjects.Data showed that the application of pun graphics can cause longer fixation duration and lower fixation frequency.The type of figure-ground relations had an effect on the saccade under the pun condition.It is found that the application of pun graphics makes it more difficult to receive the information of posters and causes the viewers to be more active in cognitive processing.Under the pun condition,the information expression of conformal graphic is more distinct,while the layout effect of collinear graphic is higher.