基于眼动仪的博物馆品牌推送封面视觉度研究

RESEARCH ON VISUAL DEGREE OF MUSEUM BRAND POST COVER BASED ON EYE TRACKER

基于用户体验和视觉度理论,以敦煌博物馆为例,研究其衍生品牌公众号推送封面的视觉设计对用户关注度、记忆有效性的影响。获取用户注视封面的热点图、轨迹图和注视区域,聚焦关注度、吸引度、记忆度等方面进行分析。总结目前该品牌推送封面的用户体验现状,并结合视觉度理论提出构建博物馆非遗品牌推送封面的意见。博物馆非遗品牌推送的封面设计应从元素构建、图文结合、对称排列、人物形象四个角度进行提升。

Based on the theory of user experience and visual degree,taking Dunhuang Museum as an example,this paper studies the influence of visual design of Wechat official account post cover on users’ attention and memory validity.Obtain the heat map,track map and focal area of the official account cover were obtained,and focus on the attention,attraction,memory and other aspects for analysis.The currentuser experience of non-heritage brand post cover of Dunhuang Museum is summarized,and puts forward suggestions on covers of museum intangible cultural heritage brand from the perspective of visual sense.The cover design of Museum intangible cultural heritage brand is supposed to be improved from four aspects:element construction,graphic combination,symmetrical arrangement and character image.