A Study on Event- Related Potential and Attention Evoked by Booth Form Design

• Main Authors: KENG-MIN LIAO, 廖耿民
• Other Authors: Regina Wang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/78328447035870976383

碩士 === 國立臺灣科技大學 === 設計研究所 === 101 === Besides the marketing work before and during the trade show, exterior design and internal decoration are also utilized to attract visitors. When the visitors come to the trade shows, besides those booths they have subjectively determined to visit, they also randomly visit the booths which can attract their attention. In the design of a trade show, form is a necessary design attribute. Form is not only the shapes and contour of a subject, but also includes the inner organization. It is the most basic element constituting design. The viewer can identify a subject in 3D through the contour and range of the shapes, thus, the spatial range is generated and the entrance and exit of visual route planning is resulted. “Booth form design of trade shows” was the theme of this study. “Shapes” and “route planning” were adopted to define the design attributes. “Event-related potentials (ERP)” experiments were applied here. The relationship between the attributes of booth form design and attention reaction for study subjects was explored. The objects of this study were: (1) through analysis of literature and collection of booth form samples, the visual design attributes in trade shows were understood; (2) the impact of shapes and route planning of trade show forms on the band amplitude of the subjects were studied with ERP experiments applied; (3) the relationship between the ERP reaction result of the study subjects and their attention. Through the analyses of literatures and sample design attributes, the shapes of booth form design were divided into geometric shape and organic shape; the route planning was included low degree of openness, high degree of openness, entire-closed and semi-closed. These results indicated that different designs of shapes and route planning have different impacts on the subjects. In respect of shapes, “organic shape” evoked bigger amplitude of N200 and P300 as well as more attention; Regard to route planning, “low degree of openness” evoked bigger amplitude and more attention at P300; under the interaction of “shapes” and “route planning”, significant difference of effect was resulted. On the situation of “low degree of openness” and “entire-closed”, geometric shape attracted more attention at N100; while “semi-closed”, organic shape attracted more attention at N100 and N200. For “high degree of openness”, there was no difference of effect between different shapes. The study results indicated that manipulating booth form design of trade show does affect on the attention of the viewers. The collocation of “shapes” and “route planning” can also become an important design attribute determine if the booth can arouse the attention of the viewers. So this study is expected to be a new reference and basis for designers who work in the field of trade show booth design and related researchers.