Wen Luo, Jingjing Wang, Chen Wang, Luyu Sun
School of Design, South China University of Technology, Guangzhou, China.
Front Psychol. 2022 Jun 9;13:861366. doi: 10.3389/fpsyg.2022.861366. eCollection 2022.
According to the Culture Code Theory of Design, posters can be divided into strategy aspect, meaning aspect, and technical aspect. This study explored the impact of visual imagery on poster communication and effect focus on the meaning and technical aspects which directly related to the audiences. The visual imagery preference of ten public poster samples is collected from 40 participants by online questionnaire with the semantic differential method. The results show that the audience's visual imagery at the technical aspect is mainly related to the richness of colors, graphics, and texts. When receiving the information from the meaning aspect of the poster correctly, the visual imagery will be influenced by the type of theme. Most importantly, the same or similar visual imagery at the technical and meaning aspect encourages audiences to explore the deep information of posters. Poster works that keep visual imagery coherent and smooth at the two aspects can achieve a better effect.
根据设计文化代码理论，海报可分为策略层面、意义层面和技术层面。本研究探讨视觉意象对海报传播的影响，并聚焦于与受众直接相关的意义和技术层面的效果。通过语义差异法，采用在线问卷从40名参与者中收集了10个公共海报样本的视觉意象偏好。结果表明，受众在技术层面的视觉意象主要与色彩、图形和文本的丰富程度有关。当从海报的意义层面正确接收信息时，视觉意象会受到主题类型的影响。最重要的是，在技术和意义层面相同或相似的视觉意象会鼓励受众探索海报的深层信息。在这两个层面保持视觉意象连贯流畅的海报作品能取得更好的效果。
