A Study on the Design Principle of Layout Patterns for the Poster by Using Eyeball Tracking System

• Main Authors: Sz-Ping Wei, 魏思萍
• Other Authors: 張世熙
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/78302054020762369712

碩士 === 崑山科技大學 === 數位生活科技研究所 === 100 === How to judge the quality of poster layout is difficult because every person’s artistic response and appreciation preference is different. Using eye tracking system, this study recorded the eye movements of two groups, one group with art design background, and the other with information technology background. The observed posters are sorted according to four design principles, i.e. contrast, balance, rhythm, and unity. The result of visual preference of observers is analyzed according to the total time of observation, the time of gaze, the average time, and the trajectory of eye movements. According to the questionnaire, personal learning background affects his/her art appreciation. The group with art design background responds more to the posters with balance design principle. The other group with information technology background responds more to the posters with contrast design principle. This study shows that the group with art design background spends much more time on observing the posters. This group prefers to start with general observation, then gazing at specific objects especially pictures. On the other hand, the group with information technology background spends less time on observing the posters. This group prefers general observation and spends more time on words. This study provides the information for poster designers regarding two major design principles that help attract specific group of customers. The first principle is that for customers with art design background, the major design idea should focus on balance of the poster. In order to attract customers of art design background, the poster layout should have special design that express their design ideas more through pictures than words. The second principle is that for customers with information technology background, the major design idea should focus on contrast of the poster. To attract customers, the posters should have clear contents, and its layout should focus on words than pictures. The goal of this study is to provide poster designers the design principle to attract customers with different background and help the different types of customers easily grasp the information of the posters.