圖書館圖書展示吸睛效果之研究

A Study on the Attention-capturing Ability of Library Book Displays

翁郁婷(Yu-Ting Weng)

指導教授 ： 謝寶煖

國立臺灣大學/文學院/圖書資訊學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.01078

摘要

圖書館是保存文化、提供資訊、讓人可以從事終身學習與休閒閱讀的地方。為了推廣閱讀以及發揮館藏的價值，圖書館員致力於把館藏推薦給讀者，提升館藏的能見度，讓館藏被人所用。其中圖書展示是一種常用的管道。
如同零售業界的商品展示一樣，圖書館的圖書展示亦可運用各種陳列佈置技巧和行銷手法，提升展示的吸引力，爭取到更多讀者的駐足與青睞。尤其是視覺方面，是最容易且較會成功吸引注意力的途徑。因此從眾多視覺行銷的實務建議中，歸納出三項圖書展示陳列佈置的要點：
1.視線效果：優秀的陳列方式─像是將展品配置在與人視線同高之處─可以發揮展品本身的特色，吸引讀者靠近與選取。
2.焦點效果：展示營造出一個整體的畫面，且在畫面上有一個強調的焦點，搶先吸引到讀者的注意力。
3.內容效果：藉由陳列佈置的安排，充實展示的內容豐富性，提供各方面的訊息給讀者。
為檢驗上述三種吸引力效果的功效，本研究以臺北市萬興國小圖書館凱迪克得獎繪本展為背景情境，透過實驗法、觀察法以及焦點團體訪談法，測試三種圖書展示的陳列佈置技巧，分別為：直立或平放陳列、頒獎台與推薦插牌佈置、顏色分類陳列搭配內容簡介插牌佈置。探究其影響讀者注目、停留以及翻閱展品的閱讀行為。
結果發現在自由閱讀的圖書館情境中，若單就實驗法的T檢定結果，僅有繪本平放的視線效果是呈現顯著差異的，可能與平放的陳列方式比較符合兒童視線高度與瀏覽習慣有關；另外從焦點團體訪談也了解到繪本平放的優勢在於比較自然，較不會讓兒童有不敢取書的疑慮。而焦點效果和內容效果雖然在T檢定中皆沒有顯著差異，但若單純檢視位於圖書館走道中央的展桌之閱讀行為人次百分比，則會發現兩者的表現確實較佳，而且焦點團體訪談中大部分受訪者亦表示會受到頒獎台、推薦插牌、內容簡介的圖書展示方式吸引，因此可以認為焦點效果和內容效果仍有發揮一定程度的功效。以此作為圖書館在規劃圖書展示時的設計參考。

關鍵字

圖書展示 ； 陳列 ； 佈置 ； 吸睛效果 ； 吸引力 ； 視覺行銷 ； 圖書館行銷 ； 閱讀推廣活動

並列摘要

Libraries provide a chance for life-long learning and leisure reading. To promote reading and make collections valuable, librarians strive to enhance the visibility of collections. One of means is the book display.
Just like the product display in the retail industry, library book displays can use many skills of layout and decoration to improve the attention-capturing ability. Sight is the much easier way to capture attentions in particular. Therefore, summed up many practical suggestions in visual merchandising, there are three effects of book displays:
1. Line-of-sight effect: putting books at the same height as the line of sight.
2. Focus effect: creating a focus in the overall picture.
3.Content-rich effect: providing information that is considered valuable to readers.
To test the attention-capturing ability of the three effects of book displays, this study was conducted with three experimental conditions. Using the special display of The Caldecott Medal picture books in an elementary school as a sample, this study tested the up-right display, flat display, podium display with recommendations and color-coded display with book introductions. This study recorded the number and ratios of passers-by, looking-at, stopping-by and picking-a-book. Besides, in order to understand motives and feelings of readers, this study did focus group interviews as well.
The findings show that only the flat display made a significant difference in the attention-capturing ability. It means that when the height of the book display is suit for children, line-of-sight effect will works. In addition, the subjects of focus group interviews mentioned that flat display makes it easy to get books. On the other hand, focus effect and content-rich effect didn’t show significant differences. But the ratios of looking-at, stopping-by and picking-a-book were better in the situation of podium display with recommendations and color-coded display with book introductions when the displays were setted at the table in the central aisle. Furthermore, the subjects of focus group interviews pointed out that they preferred these kinds of displays, because they thought they were attracting. It seems that focus effect and content-rich effect have a certain degree of attention-capturing ability. In conclusion, librarians can use line-of-sight effect, focus effect or content-rich effect to make a book display seems more charming.

並列關鍵字

book displays ； layout ； decoration ； attention-capturing ability ； attraction ； visual merchandising ； library marketing ； reading promotion activities

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