由視覺比喻研究廣告設計的認知差異

A Research on Recognition Different of Advertisement Design from Visual Figurativeness

陳郁佳

《藝術學報》 75期 (2004/12) Pp. 143-153

https://doi.org/10.6793/JNTCA.200412.0143

摘要

為掌握傳達效果產生變化的原因，本研究透過視覺比喻的表現法，探討設計經驗、文化背景對認知的影響。以視覺符號來比喻廣告訊息的平面廣告為例，在台灣及日本進行實證調查，受測者皆分為設計人與一般受訊者兩群。
首先，在台灣進行圖文認知調查，兩群受測者必須從只有圖像訊息的廣告樣本中，找出適合的標題。調查結果顯示；一般受訊者較能認知圖像直接比喻或圖與文表現一致的廣告，而設計人則可找出並理解隱藏式、間接比喻的訊息，其解讀廣告設計的能力亦較一般人敏銳；而且設計人能連結複數的圖像訊息，並據此聯想出新的訊息，一般人常常只看到其中一個圖像就判斷訊息，也較無法將複數訊息連結起來。由此可見，兩群受測者因設計經驗之影響，而有明顯的認知差異。接著，進一步探討文化背景的影響，在日本實施廣告認知調查。受測者觀看與台灣調查相同的樣本後，回答廣告的商品或性質。其結果顯示：設計人較能從一張圖像訊息中，由不同視點推測多種傳達模式，意即設計人比一般人更能以不同視點認知多元的訊息。由此再次確定兩群受測者的認知差異。
依據以上實證調查結果，由設計者的視點提出以下建議：設計者在傳達訊息時，必須掌握圖像與文字訊息訴求之一致性；同時，設計者必須修正自己與一般受訊者的認知差異，審愼傳達每一個訊息，以一般受訊者的認知特性為基礎，追求設計的理解性與溝通性，據此考量其創意表現方式，如此方能減少認知差異的問題，有效提高視覺設計的傳達效果。

關鍵字

視覺比喻 ； 認知差異 ； 廣告設計

並列摘要

For better communication effects of visual design, we discuss what makes the effects changed in this study with the iconic information of graphic advertising, and how experience and cultural background influence the Characteristic of Cognition. Foremost, setting the advertising image which using visual symbol as object for example, then processing empirical research of advertising effects and products separately in Taiwan and Japan. The objects are two groups people with and without experiences of designers, both in these two places.
Two group of Taiwanese objects have to find out the matching titles for 12 advertising sample which only have iconic information in the first step research of advertising effects. The result indicates that people who have experiences of designers are much more sensitive to the matching, and directly iconic information is more acceptable for people who without experiences of designers. And the second step was processed in Japan. After observing the same researching sample as Taiwan, two groups of Japanese objects answer with freewill, and the result proofs all over again that the experience makes difference.
As two experimental results shows, experience makes difference of cognition to people who have experience of designers and common people. It means that common people are obviously much difficult to cognize or interest in abstract, indirect information than people who have experience of designers. In other words, the creation only accepted by people who have experience of designers. Therefore we could identify that: 1) Common people prefer the information which image and verbal expression match each other well even under different lingual and cultural background. 2) Communication effects of visual design and experience are correlative; designers have to consider about the difference of cognition from themselves to other common people and adjust the communicating ways of their creation, and only through this way could upgrade the communication effects of visual design.