表現形式與性別對資訊圖像偏好與注目性之影響

The Influence of Expression and Gender on Infographics Preference and Attention

許子凡(Tzu-Fan Hsu) ； 林演慶(Yen-Ching Lin)

《藝術教育研究》 40期 (2020/12) Pp. 1-37

https://doi.org/10.6622/RAE.202012_(40).0001

摘要

本研究針對資訊圖像的表現形式進行偏好與注目性等美感認知上的初步探索。以表現形式類別（組織強弱、插圖有無），輔以性別差異的角度，進行參與者偏好與注目性（眼球凝視次數、平均凝視時間和總凝視時間）的測量和評估。研究工具上採用心理探索的尺度量表與生理偵測的眼球追蹤儀器，將所得數據進行三因子混合設計變異數分析。結果得知，編排組織性較低的資訊圖像受到觀者較多的歡迎；資訊圖像的插圖具有解釋性的功能，可以增強對於資訊的讀取性，降低了心智消耗；女性對於結構較不明確的低組織性編排之資訊圖像，產生較高的注目性與偏好度；插圖對於女性而言，是吸引注意或影響解讀的重要表現方式，與編排的組織性具有相互影響的關係。綜言之，資訊圖像的研究議題不應侷限在視覺資訊含義的解讀、表達和編寫能力，有必要從功能和實用目的，延伸至吸引力和風格樣式等美學問題。

關鍵字

資訊圖像 ； 表現形式 ； 性別 ； 偏好 ； 注目性

並列摘要

This study conducts preliminary explorations on aesthetic perceptions such as preference and attention to the expression of infographics. The measurement and evaluation of the participants' preference and attention (number of eye gazes, average gaze time, and total gaze time) were performed based on the following categories of expressions (strength of organizational structure, and presence or absence of illustrations), and supplemented by gender differences. The research tools used psychological exploration scales and physiological detection with eye-tracking instruments and analyzed the obtained data from a three-factor mixed analysis of variance (ANOVA). The results indicated that infographics with a relatively low organizational structure of layout are generally well-received by viewers; the illustrations in the infographics have an explanatory function, which can enhance the readability of the information and reduce mental consumption; the infographics with a low organizational structure of layout yielded higher attention and preference by females; it is also an important way of expression that draws attention or affects interpretation, and has an interactive relationship with the organizational structure of layout for them. In summary, the subjects of infographics research should not be limited to the ability to interpret, express, and code the meaning of visual information. It is necessary to extend from functional and practical purposes to aesthetic principles such as attraction and style.

並列關鍵字

infographics ； expression ； gender ； preference ； attention

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