In the pursuit of a design that has good communication effect; this study first conducted a ‚Äúpreliminary survey‚ÄĚ; which required 11 subjects to determine moderately inconsistent design samples that possessed the characteristics of ‚Äúunexpectedness‚ÄĚ and ‚Äúrelevancy‚ÄĚ from some award-winning design artworks. Afterwards; these sample artworks were placed into three categories: high; medium; and low groups of relevancy; as based on the relevancy of these artworks‚Äô design elements (products; graphics; verbal descriptions; etc.). Then; a survey on communication effect was conducted to probe into the impact of relevancy on communication effect. A total of 120 subjects participated. The questionnaire content included five scales: comprehension; interest; impression; affection; and novelty. The measurement was based on a 5-point Likert scale (Likert; 1932).
The results indicated that there is a corresponding relationship between the unexpectedness of the overall design that constitutes moderate inconsistency and relevancy; which is a constituent element of designs. Moreover; a higher relevancy of constituent elements; such as graphics; verbal descriptions; and products; means a better effect in enhancing a design‚Äôs comprehensibility. Meanwhile; a comprehensible design can better facilitate the design‚Äôs communication effects. In brief; emphasizing on the unexpectedness of a design and having a good command of the relevancy between a design‚Äôs constituent elements helps to produce a comprehensible; interesting; and memorable communication effect.
Keywords: relevancy; communication effect; graphic design
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