In the pursuit of a design that has good communication effect; this study first conducted a “preliminary survey”; which required 11 subjects to determine moderately inconsistent design samples that possessed the characteristics of “unexpectedness” and “relevancy” 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’ 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’s comprehensibility. Meanwhile; a comprehensible design can better facilitate the design’s communication effects. In brief; emphasizing on the unexpectedness of a design and having a good command of the relevancy between a design’s constituent elements helps to produce a comprehensible; interesting; and memorable communication effect.
Keywords: relevancy; communication effect; graphic design
KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Gall S. Goodman (1980). Picture Memory: How the Action Schema Affects Retention. Cognitive Psychology; 473-495.
Mandler(1982); The Structure of Value: Accounting for taste; in Affect and Cognition: The 17th Annual Carnegie Symposium on Cognition; ed. Marget S. Clarke and Susan T. Hillsdale; NJ: Erlbaum; 22.
Heckler; Susan E. & Childers; Terry L. (1992); The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information” Journal of Consumer Research; Vol. 18 (4); 475-492.
Pieters; R. & Wedel; M. (2004); Attention Capture and Transfer in Advertising: Brand Pictorial; and Text-Size Effects; Journal of Marketing; Vol. 68 (April); 36-50.