| Summary: | 碩士 === 銘傳大學 === 設計管理研究所碩士班 === 96 === Advertising designer how to use layout design to communicate with consumer became the important issue. For this reason this study investigated the eye movement to research effects of layout design of advertisement on Eye Movements. Include 2 experiments.
Exp1 investigated the effects of advertisement layout on eye movements and comprehension. A layout has four quadrants. There were four contents in an advertisement: figure, title, text, and message. There were six kinds of combination for presenting title, text and message in different quadrants when the picture was presented in a given quadrant. Advertising character display had two levels : vertical type, horizontal type. A total of thirty two graduated college students participated in the experiment. Results showed that the effects of presentation order (in different quadrants) for title, text and message significantly affected subject’s average fixation duration, mean pupil size and accurate rate, average saccade amplitude, fixation account, saccade account and advertising picture also significantly affected subject’s average fixation duration and mean pupil size. And Text display significantly affected subject’s average fixation duration, average saccade amplitude, accurate rate, blink account, saccade account.
Exp2 investigated the effects of picture of advertisement, character size, and line spacing on eye movements. the figures size had three levels:56 cm2, 84 cm2, 112cm2. The character size had three levels:12pt, 14pt, 16pt. The line spacing had three levels:18pt, 21pt, 24pt. Three independent variables are within-subject factors. Analyses showed character size significantly affected subject’s fixation count, average fixation duration, saccade count, and average saccade amplitude, mean pupil size. Line spacing significantly affected subject’s average fixation duration and average saccade amplitude. Picture size significantly affected subject’s mean pupil size. Moreover, two interactive two-way effects were found: size of picture advertising × line spacing and size of picture advertising × character size.
The present findings could be used as a practical reference in the design of advertisement.
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