The Research of Visual Story Design – with a Focus on Products Print Advertisements

• Main Authors: Miao-Hsien Chuang, 莊妙仙
• Other Authors: 黃啟梧
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/bqy29v

博士 === 國立臺北科技大學 === 設計研究所 === 102 === As a successor to postmodern design, story narration emphasizes paradox and intricacy, entertainment, amusement, and historic styles and designers use the rich expression of story-telling to attract the attention of viewers. This study focused on print advertisements in an exploration of the characteristics of visual composition, reader response, and preference-related factors associated with the design of visual stories. We also examined the flow associated with browsing habits and the differences between viewing actual advertisements and retained perceptions. This study referred to Chatman’s narrative theory to divide the design of visual stories into two parts. One involves the content of the visual story, including composition and emotional response. The other involves expression in visual stories, including the layout of images and text. This study adopted open-coding analysis of grounded theory, a questionnaire survey, statistical analysis, and eye-tracking as research methods. First, analysis results have demonstrated that a sense of storytelling is derived from two main categories: (1) visual composition that includes strong visual elements, fairytales and allusions, exaggerated facial expressions of characters, dramatic or rich details, and hand-written or diary-style writing; (2) emotional responses that comprise interest, warmth, and positive emotions as well as feelings of familiarity, nostalgia and expectation. Text browsing time and two of the items in our factor analysis (Story Experience and Imaginary Space) presented significant explanatory power in regression analysis. Second, this study proposed the following hypothesis: Different viewers perceive storytelling to varying degrees (high, medium, or low), and viewers of different age groups also differ in the manner in which they perceive narrative design. This hypothesis was verified using two-way mixed design analysis of variance (ANOVA), Post Hoc, and simple main effect tests. In addition, different results were obtained from thirty percent of the viewers in the eye tracking and questionnaire. The results of this study could help students to incorporate elements of visual and heart felt communication in their work and inspire interpersonal feelings and a sense of exploration when engaging in visual story design. It may also encourage designers to consider the age of viewers and how they will perceive storytelling features in order to maximize the impact of their works. To improve reliability, two explicit and implicit measurements were employed.