利用眼動追蹤技術探討版式設計與美感情緒之關聯性

Exploring the Relationship between Layout Design and Aesthetic Emotion through Eye Tracking Method

10.6622/RAE.2017.33.02

許峻誠(Chun-Cheng Hsu)；陳韋呈(Wei-Cheng Chen)

PAD 情緒量表 ； 版型 ； 美感情緒 ； 眼球運動 ； 編排設計 ； PAD emotion scales ； layout ； aesthetic emotion ； eye movement ； layout design

藝術教育研究

33期（2017 / 06 / 01）

33 - 67

繁體中文

編排形式的概念在日常生活中隨處可見，不管平面媒體或是立體空間，都需要經過編排設計，才能有好的視覺引導與美感經驗。不同版型與內容如何影響觀者的視覺動線和情緒，是設計實務與美感教育上的重要議題，然而目前相關的探討卻不多。本研究首先探討基本版式原型，接著利用眼動追蹤實驗與PAD 情緒量表分析受測者的瀏覽動線與美感情緒。眼動實驗採取「版型編排」與「文字內容有無意義」的二因子實驗架構，觀察「文字有無意義」在八種不同版型編排下的眼動結果有何差異。除比較了八種版式原型的眼動軌跡與停留區域之特徵與分布，也分析「版型」與「文字有無意義」兩因子如何影響PAD 美感情緒。研究結果發現，兩因子對愉悅情緒有顯著之交互作用、版型因子會影響喚起情緒、文字內容有無意義則影響支配情緒。除理論貢獻外，本研究也希望提供藝術設計教學時，更明確且具效率的建議，進而設計適用於現今多元媒介平臺的編排設計。

Layout design is ubiquitous in daily life, an indispensable element behind successful visual guidance and aesthetic experience of 2-dimensional media or 3-dimensional spaces alike. Therefore, how different layouts and content lead to different user eye movement and emotional reactions becomes a vital subject for practical designs and aesthetic education, while relevant studies are few in number. The present research started off by discussing basic layout prototypes. Then an 8 × 2 factorial design experiment was employedbased on two factors, ＂layout design＂ and ＂content meaningfulness/meaninglessness.＂ It used eye tracking technique and Pleasure- Arousal-Dominance (PAD) emotion measurement scale to analyze browsing movements and aesthetic emotions of 40 participants. As the results showed, the two factors have notable interaction with Pleasure emotion; layout factor influences Arousal emotions, while content meaningfulness/meaninglessness influences Dominance emotion. Besides making theoretic contributions, the present research also hopes to provide clear guidance for design education and thus facilitate layout designs fitting the current multimedia platforms.

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