Corporate rebranding: effects of corporate visual identity changes on employees and consumers

Many organizations invest periodically in a new corporate visual identity (CVI). This study investigates the main effects of CVI changes in four organizations, taking into account three independent variables: stakeholder type (employees vs. consumers), the specific organization, and communication about the CVI change. The results show that CVI changes had positive effects on CVI appreciation and identity/image. However, the effects were different for employees and consumers and differed between specific organizations. Furthermore, adequate communication about the new CVI appeared to be important for people’s appreciation of the CVI. The implications of these findings are discussed.     

Lost and found: Individual differences in propensity to process visual elements of persuasion

Visual processing style, defined as the relative propensity to engage in visual processing rather than verbal processing, is an individual difference variable that has been frequently investigated in the consumer psychology literature. Surprisingly, numerous studies have reported no relationship between visual processing style and viewer responses to visual elements of persuasion. We argue that this accumulation of null results is due to untenable historical theoretical assumptions that underlie the construct, along with methodological problems that are inevitably brought about by those theoretical assumptions. We reconceptualize visual processing style and test an alternative empirical operationalization of it. Using both new data and a reanalysis of data published in the Journal of Consumer Research, we find the old approach yields null results, but we find the new approach yields the expected results. The new approach reinstates the utility of incorporating propensity to engage in visual processing as an individual difference variable into consumer psychology models of visual persuasion, and it reinstates a powerful individual difference variable that can help push forward the investigation of the unique aspects of visual persuasion.     

基于显著区域提取的红外图像舰船目标检测

针对复杂海面背景下红外图像舰船目标由于灰度不均匀、海杂波干扰大等因素造成的自动检测虚警率高、准确率低的问题，提出了一种显著区域提取和目标精确分割相结合的红外舰船目标检测方法。首先，利用基于图论的视觉显著性(Graph-based Visual Saliency ,GBVS)模型计算待检测图像的显著图，使得目标区域信息增强；其次，结合舰船目标先验信息（长短轴、面积等），利用多级阈值划分算法提取关注的显著区域，并确定原图中候选目标区域；最后，利用空间约束模糊C均值(Fuzzy C-Means,FCM)算法对候选区域进行分割，结合目标先验知识对分割区域筛选并输出目标位置。所提方法在公开数据集IRShips上与相关方法进行比较，结果表明，相比直接进行全图目标搜索的方法，所提方法不仅准确率高、执行速度快，且检测目标的位置更加精确。     

品牌标识的隐性设计线索对消费者品牌创造性感知的影响

从品牌标识的隐性设计线索特征视角切入，基于图底反转原理和溢出效用，本文研究旨在探究品牌标识的隐性设计线索对消费者品牌创造性感知的作用机理。三个实验研究结果表明：品牌标识的隐性设计线索比显性设计线索更能够增加消费者品牌创造性感知，且此效用成立的条件为：消费者自主发现隐性设计线索。同时，消费者的感知有趣性中介了此效用。此外，产品视觉审美集中度正向强化了品牌标识的隐性设计线索对品牌创造性感知的影响作用。     

跨文化背景下商业广告设计的视觉元素关注度研究——以餐饮类平面广告为例

本文以餐饮类平面广告为实验材料,研究了中国和美国被试者对平面广告中的图形、色彩、文字、编排及构图等视觉元素的关注度。本研究从文化认知理论出发,以文化认知差异为前提,探寻了东西方族群对商业广告中出现的视觉信息的不同处理方式。以商业广告中视觉设计的原则为标准,解构了平面广告设计中的视觉构成元素并进行一一比较,得出商业平面广告设计中中美两国被试者的视觉元素关注度差异。最终获取了各种视觉元素的评估结果和相对权重,形成了商业图形广告设计元素关注度的先后顺序。这一实验结果对跨文化认知心理理论在跨国广告设计中的应用有借鉴和启发作用,可以为跨国公司和设计师提供技术指导,设计出更符合消费者需求的商业广告。     

Eye-tracking evidence that happy faces impair verbal message comprehension: the case of health warnings in direct-to-consumer pharmaceutical television commercials

Risk warning or disclosure information in advertising is only effective in correcting consumers’ judgments if enough cognitive capacity is available to process that information. Hence, comprehension of verbal warnings in TV commercials may suffer if accompanied by positive visual elements. This research addresses this concern about cross-modality interference in the context of direct-to-consumer (DTC) pharmaceutical commercials in the United States by experimentally testing whether positive facial expressions reduce consumers’ understanding of the mandated health warning. A content analysis of a sample of DTC commercials reveals that positive facial expressions are more prevalent during the verbal warning act of the commercials than during the other acts. An eye-tracking experiment conducted with specially produced DTC commercials, which vary the valence of characters’ facial expressions during the health warning, provides evidence that happy faces reduce objective comprehension of the warning.     

《好人难寻》--一种结构主义的解读

从结构主义的角度重新解读美国当代南方作家弗兰纳里·奥康纳(FlanneryO’Connor)的短篇小说《好人难寻》,可以从二元对立、视点和视角等角度说明作家是如何运用这些艺术手法将一个简单的社会暴力事件转换为富有深度的哲理小说,从而对于当代西方社会现实和宗教信仰问题进行了一次深入的探索。     

视觉营销眼动研究:回顾与展望

视觉营销的关键是吸引并保持消费者的视觉注意,而眼动技术能够有效地测量消费者的视觉注意情况,从而揭示视觉营销的效果。本文首先介绍了眼动与视觉注意的关系以及视觉注意的影响因素,然后对视觉营销眼动研究近年来所涉及的非平面广告设计、食品包装设计、网站/网页设计、产品/服务设计和超市货架管理这五个主要领域的新动态进行了回顾和梳理,重点说明了视觉营销眼动研究中的热点问题和研究发现,最后在总结现有研究的基础上探讨了该领域未来可能的研究方向。     

一种基于虚拟现实技术的植物景观 规划设计方案评价与修正方法——以 长荡湖旅游度假区为例

为能够定量评估、优化植物景观规划设计方案,基 于虚拟现实技术,改进传统的BIB-LCJ法和SD法,采用主成 分分析和回归分析筛选出植物群落丰富度、色彩对比度、季相 特征、植物配置模式、植被多样性和林冠线变化6项显著视觉 特征要素,形成一种基于虚拟现实三维建模技术的植物景观规 划设计方案评价与修正方法。并以长荡湖旅游度假区植物景观 规划设计方案为例,对方案视觉质量进行评价,实验过程证明 了研究方法的可靠性。     

基于视觉景观分析的哈尔滨历史城区容量控制研究

历史城区是城市区域中历史建筑保存最为完整、环境特色最为鲜明的区域。在城市更新的过程中,如何在保护历史建筑及环境的基础上,限定城区的合理容量是历史城区保护的核心任务。以哈尔滨南岗历史城区为例,结合城市设计理论及视觉景观分析方法,选定视觉景观控制要素,建立以景中视点与景外视点2个层级控制的分析框架,采取定性与定量分析相结合的方式对历史城区的容量进行评定,并从建筑高度和容积率指标方面对历史城区容量进行控制引导。