駕車者對廣告招牌與植栽形式之視覺認知與偏好研究

Drivers' Visual Cognition and Preference of Street Sign and Tree

10.6130/JORS.2006.19(3)3

李素馨(Su-Hsin Lee)；陳育文(Yu-Wen Chen)

街道景觀 ； 景觀偏好 ； 視覺認知 ； 瞳位追蹤 ； 視覺注意力 ； Street landscape ； landscape preference ； visual cognition ； eyes tracing ； visual attention

戶外遊憩研究

19卷3期（2006 / 09 / 01）

45 - 67

繁體中文

本研究主要探討駕車者對街道景觀之廣告招牌與植栽形式的視覺認知及偏好。以台中市大雅路爲模擬路段，應用電腦動畫模擬技術將四種招牌形式（水平式、垂直式、水平＋垂直式、混亂式），三種植栽類型（大喬木、小喬木、無植栽）進行十二種動畫組合，以駕車者視覺角度測量對受測者對街道景觀的視覺認知（包括秩序性、趣味性、美觀性、顯眼性、清晰性）與偏好。受試者共62人，資料分析採用二因子變異數檢定、相關分析、迴歸分析與視覺落點紀錄。主要結論如下；1.受試者對街道景觀的秩序性、美觀性、顯眼性、清晰性、偏好等評值會受到招牌形式與植栽形式的交互作用影響，趣味性只受到招牌及植栽形式的主要效果影響。2。受測者對水平式、垂直式、水平＋垂直式的招牌偏好值相近，而混亂式招牌最低，顯示受測者較好招牌位置固定於一定範圍之內形式。3.街道景觀偏好模式爲：景觀偏好＝0.491（美觀性）＋0.195（秩序性）＋0.160（趣味性）＋0.121（清晰性），主要影響因子爲美觀性，其次是秩序性、趣味性、清晰性，解釋總變異量爲48.5%。4.由視覺落點數量與觀賞時間分析視覺注意力，視覺落點變化以觀看第一秒內有強烈的探索性，視覺落點在植栽、招牌、建物之間的變動大。5.一般而言，以植栽落點量爲最大，建物其次，招牌最少，但在植栽少或垂直式招牌的道路類型中，招牌的視覺落點分布率會高於建物，顯示招牌明顯吸引視覺注意力。本研究建議在不同的街道招牌環境中可採用不同的植栽型式，在水平式招牌、垂直招牌、混亂式招牌居多的街道中建議採用大喬木，在水平＋垂直招牌類型的街道中建議採用小喬木進行改善，以增加街道美觀及行車者的偏好。

The main purpose of this study was to explore the effects of street signs and trees to the observer's visual recognitions and preference and to analyze the visual tracking pattern. Da-ya road in Taichung, Taiwan was selected as the simulated street corridor. Four types of street signs (vertical, horizontal, horizontal + vertical, and chaotic placement) and three sidewalk planting types (large, small, and absent trees) were combined to generate twelve types of 3D simulated combinations. The variables of cognition are order, interest, beauty, obtrusiveness, and clearness. There were 62 respondents from university students. Two-way ANOVA, correlation analysis and multiple regression analysis were applied to examine the hypotheses. The results showed: (1) the interactive effects of sign and tree types affect the visual cognition variables, order, beauty, obtrusiveness, clearness and preference, but only tree types and sign types have main effect on the respondents' interest. (2) Preferences of respondents were similar among horizontal, vertical, and horizontal + vertical sign strips, and the value of the preferences of chaotic placement is the lowest. Hence respondents prefer sign strips that are harmonious in a limited area. (3) This study proposed a multiple regression equation of streetscape=0.491 (beauty) + 0.195 (order) + 0.160 (interest) + 0.121(clearness) in which beauty is the most significant factor than order, interest and clearness. (4) The eyes attention analysis from visual tracking points and viewing time showed that respondents' eyes strongly searching at the first second, the changing of visual tracking pattern among trees, sign strips and buildings was great. After the first second, visual tracking pattern became more stable. (5) Generally, respondents have more attention on trees, followed by buildings and signs in the streetscape. But if no trees presence, the percentage of viewing points on signs was higher than on building, because they attract more visions. The results suggest that street tree type can be used in combination with street signs. Large trees can modify the vertical, horizontal, and chaotic placement signs. Horizontal + vertical signs can use small tree to improve the quality streetscape and increase driver's affection.

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