Article | KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13 | The impact of relevancy and unexpectedness on the communication effect of design
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Title:
The impact of relevancy and unexpectedness on the communication effect of design
Author:
Yu-Chia Chen: National Taiwan University of Art, Department of Visual Communication Design, Taiwan Iu-Ru Lai: TungHai University, Taiwan
Download:
Full text (pdf)
Year:
2014
Conference:
KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13
Issue:
100
Article no.:
008
Pages:
101-109
No. of pages:
8
Publication type:
Abstract and Fulltext
Published:
2014-06-11
ISBN:
978-91-7519-276-5
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


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When the human brain receives information that contradicts preconceived ideas and concepts; the new information would be compared with the preconceived knowledge; during which a schema would be used as a framework to determine the relevancy of the new information. Based on the cognitive framework schema; Stafford and Walker (1996) conducted a study on the interplay between schema and consistently inconsistent information. They found that information of moderate inconsistency tends to trigger the interest of information receivers; and in turn; has better communication effect. The definition of moderate inconsistency is that the overall representation of a design is inconsistent with the receiver’s schema or unexpected to the receiver; yet the constituent elements of the design are relevant.

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’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

Author:
Yu-Chia Chen, Iu-Ru Lai
Title:
The impact of relevancy and unexpectedness on the communication effect of design
References:

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‚ÄĚ 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.

KEER2014. Proceedings of the 5th Kanesi Engineering and Emotion Research; International Conference; Linköping; Sweden; June 11-13

Author:
Yu-Chia Chen, Iu-Ru Lai
Title:
The impact of relevancy and unexpectedness on the communication effect of design
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