节事赞助标识色彩一致性对参与者视觉注意的影响研究

The Effect of Color Consistency of Event Sponsorship Logo on Participants' Visual Attention

本文采用眼动实验的方法验证了节事赞助标识色彩一致性对参与者视觉注意的影响。结果显示,无论是天然的一致性还是调整的一致性,节事赞助标识色彩一致性对被试者视觉注意均存在着显著的影响,即色彩天然一致的注视时长和注视次数显著高于色彩不一致的节事赞助标识。此外,当色彩不一致时,如果调整节事标识与品牌标识色彩一致,被试者对节事标识的视觉注视更高;如果调整品牌标识颜色与节事标识颜色一致,被试者对品牌标识的视觉注视更高。

In this paper,eye movement experiment was used to verify the effect of color consistency of event sponsorship logo on participants'visual attention.The results showed that the color consistency of the event sponsorship logo had a signifi cant effect on the visual attention of the participants,regardless of the natural consistency or the adjusted consistency.In other words,the duration and frequency of fi xation with natural consistent colors were signifi cantly higher than those with inconsistent colors.In addition,when the colors were inconsistent,if the color of the event logo was adjusted to be the same as that of the brand logo,the visual fi xation of the event logo was better.If the color of the brand logo was adjusted to match the color of the event logo,the participants had better visual fi xation on the brand logo.