| Summary: | 碩士 === 實踐大學 === 工業產品設計學系碩士班 === 105 === The study aims to investigate how different product photography method affect attention and memory. The research method is eye-tracker, which record the subject’s eye movement data of the photo and the use of rating way to record preferences and aesthetic level of the photos. There are four photography method, A: Geometric Segmentation Method ; B: Partial Close-up Method ; C : Mirror Reflection Method ; D: Object Levitation Method. Six type of product, which is Camera, Watch, Bracelet, Shoe, Glasses and Chair.
Experiment One investigates how product photography method affects attention. Product photography method is independent variable, percentage of first gaze on the product, fixation of time on the product and degree of preference of the photography are dependent variable. The result showed that: Mirror Reflection Method at First gaze percentage has a significant rank average greater than the Geometric Segmentation Method; Chair at First gaze percentage has a significant rank average greater than the Watch; Partial Close-up Method and Mirror Reflection Method at fixation time have a significant rank average greater than Geometric Segmentation Method and Object Levitation Method ; Shoe, Chair, Watch and Camera at level of preference have a significant rank average greater than Bracelet. The locus graph and the Thermography showed that Geometric Segmentation Method should be used with simplicity stylein order to achieve the effect of attracting attention; Partial Close-up Method has the best result of attracting attention to the product; Mirror Reflection Method guide subject’s attention to pace up and down between the product and the mirror; Object Levitation Method even though it can lead to subject’s curiosity, but shorter time for stay gazing the product.
Experiment Two uses recognition task as a research method to investigate the effect of product photography method on memory. The dependent variable are hit rate and false alarm rate. The result showed that: different photography method hit rate have significant difference, including Partial Close-up Method, Geometric Segmentation Method and Object Levitation rank average is greater than Mirror Reflection Method. Different types of photography method and product have no significant difference on false alarm rate.
To conclude, photography method should be simple, avoiding excessive and overly complex. Photography as one of the medium of visual communication, unified visual style of photography method can enhance the brand impression. Currently large number of newly created brand become a trend in design market, designers should consider how to make use of photography method to deepen their own design brand recognition of the market.
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