廣告地圖上地標設計對路徑查詢之影響

廣告地圖主要目的在吸引顧客前來購買產品，因此如何到達販售地點就成為廣告地圖設計首要考量。本研究利用時間延時因子，來找出地標如何在尋徑時發揮功能，並據此整理出設計廣告地圖的規範。整個研究過程分五步驟，首先，蒐集報紙中的廣告地圖，計算地標出現頻率；其次，野外走訪測試地標功能；第三，歸納口述路徑方法以作為實驗口白；第四，跟隨口白指令在電腦操作尋找目的地；最後，再次野外走訪，比對成果。研究結果發現，實際走訪時，常見小舖如7-11或K-mart等便利商店遠比著名地點扮演更好的地標角色。一般人指路時，最常用的口語用詞為左轉、右轉、直走等。而在螢幕上的實驗結果，有地標確實比無地標尋徑時間快，跟野外走訪成果一樣，只是兩者間不具顯著差異性，但趨勢上仍可看出，有地標確可促進尋徑效果。因此當在設計大比例尺廣告地圖時，宜以三到五條的圖示線條表示道路，同時選出具有熟知符號及區位特性的地標，以至多兩個的個數，以點符號形式呈現。

關鍵字

圖示地圖；地圖設計；顯著地點；運作記憶；眼睛線索

並列摘要

The main purpose of advertising maps is to attract consumers come to buy their products, therefore, how to direct the way to arrive the destination is very important while map design. This study utilized time duration as the factor, try to find out how the effect of landmarks on wayfinding. The results will provide a good advice to design appropriate advertising maps. The approach was divided into five steps: 1.Collecting advertising maps from newspapers, to calculate the types and appearing frequency of landmarks. 2. Testing the effect of different landmarks through fieldworks. 3. Collecting the verbal route direction as experimental instruction. 4. Subjects will be asked to sit in front of a computer screen and follow the oral instructions that describe the route, to finish the orientation- destination experiment. 5. Rechecking the effect of landmarks through fieldworks. The results reveal that during the fieldwork processing, common and small shops such as 7-11 or K-mart will be better than famous or salience place to be an effective landmark. When people show the way, turn right, turn left, go straight are the common description they orally used. While in the experiment on screen, the route has landmark symbols is faster than the route without landmark symbols, but the difference is not significant same as the results from fieldwork. The conclusion approve that landmark accelerate the speed to find destinations. Therefore, when the big scale advertising map was designed, the numbers of roads at best controlled are among 3-5 and keep schematic style, while the landmarks should be selected from salience places, and controlled up to 2 with point symbol style.

並列關鍵字

schematic map ； map design ； salience place ； working memory ； eye clue

參考文獻

高慶珍(2011)。圖示地圖之傳播效能─以台灣報紙上房地產廣告地圖為例。中華民國地圖學會會刊。21(1)，29-42。

Agawala, M.,Stolte, C.(2001).Rendering Effective Route Maps: Improving Usability Through Generalization.International Conference on Computer Graphics.(International Conference on Computer Graphics).