平面广告文案版式设计的实验心理学研究

本文采用认知心理学中的移动窗口技术和内隐联想测验方法，从“可读性”和“易读性”两个角度，就中文平面广告文案的版式设计对读者阅读效果和接受偏好的影响进行了实证研究。结果显示，字体有无衬线对阅读效果无显著影响；阴文版式的整体阅读速度略快于阳文版式；采用阴文版式时被试对于文案主题词的阅读速度显著快于阳文版式；字体和版式对阅读的影响未发现交互作用。被试对阳式文案的广告总体表现出明显的接受偏好。本研究结果可为今后平面广告文案的版式设计提供参照。

An experimental psychological research on text design and layout of print advertising

This research adopts the paradigms using by cognitive psychology,which are Moving-Window Tech and Implicit Association Test,to investigate how different layout design influence the reading effect and reading preference to advertisement text from the aspects of both legibility and readability in an ex-perimental way. The result shows the typeface of with or without serif has no much influence on reading effect; and the reading speed of intaglio printing text is slightly faster than relief printing. As the pr...