- 學位論文
以眼球追蹤探討平面海報版型設計原則之研究
A Study on the Design Principle of Layout Patterns for the Poster by Using Eyeball Tracking System
摘要
如何評斷平面設計作品之好與壞是件困難的事情，因為每個人的審美反應不盡然的都相同，所以本研究以平面設計原則的對比、平衡、律動與統一等四個設計原則所設計而成的平面海報，分別針對設計背景(設計組)與資訊背景(資訊組)兩組受測者進行眼球追蹤系統紀錄整個實驗過程的眼動軌跡。依照觀看時間長短、凝視時間與平均凝視時間及眼動軌跡來判斷受測者的觀看模式，最後進行統計分析資料。 由問卷調查結果得知，審美反應與學習背景是有影響的，設計組對符合「平衡」設計原則之平面海報會有較多審美反應，資訊組則以清楚明瞭的主題與符合「對比」設計原則之平面海報有較多審美反應。 由眼球追蹤實驗結果得知，設計組會花較多時間將平面海報完整看完，審美反應較符合由多元的探索轉為特定的探索，而特定的探索凝視點皆以圖像居多，資訊組觀看時間快速，審美反應只停留於多元探索，在文字上有較多的停留時間。 本論文提出，在製作平面海報時，若對象為設計相關人士，構圖原則以平衡設計原則為主，而編排需經過特殊的設計，以圖像為主文字為輔製作平面海報；若對象為資訊相關人士，構圖原則以對比設計原則為主，編排時須將主題內容明確表達，要讓觀眾第一眼就了解主題，以文字為主圖像為輔製作平面海報。期望本研究結果可供平面設計師未來在製作平面海報時之設計準則能使不同類型之觀看對象更容易且明確了解其作品之意涵。
並列摘要
How to judge the quality of poster layout is difficult because every person’s artistic response and appreciation preference is different. Using eye tracking system, this study recorded the eye movements of two groups, one group with art design background, and the other with information technology background. The observed posters are sorted according to four design principles, i.e. contrast, balance, rhythm, and unity. The result of visual preference of observers is analyzed according to the total time of observation, the time of gaze, the average time, and the trajectory of eye movements. According to the questionnaire, personal learning background affects his/her art appreciation. The group with art design background responds more to the posters with balance design principle. The other group with information technology background responds more to the posters with contrast design principle. This study shows that the group with art design background spends much more time on observing the posters. This group prefers to start with general observation, then gazing at specific objects especially pictures. On the other hand, the group with information technology background spends less time on observing the posters. This group prefers general observation and spends more time on words. This study provides the information for poster designers regarding two major design principles that help attract specific group of customers. The first principle is that for customers with art design background, the major design idea should focus on balance of the poster. In order to attract customers of art design background, the poster layout should have special design that express their design ideas more through pictures than words. The second principle is that for customers with information technology background, the major design idea should focus on contrast of the poster. To attract customers, the posters should have clear contents, and its layout should focus on words than pictures. The goal of this study is to provide poster designers the design principle to attract customers with different background and help the different types of customers easily grasp the information of the posters.