Symbol connotation is a personal perception, which formed from different society and culture even individuals’ characteristics. To evaluate the symbol connotations, two methods are commonly employed. One is the preference ranking and the other is semantic differential test. In this study, 283 subjects all around 18-24 years old and are undergraduate students, were asked to answer the preference ranking about 30 symbols, which were adopted from tourist maps. The statistical results show visual contrast and hierarchical organization were influential factors for young people’s preference.
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