“新国潮”设计要素对受众关注度的影响研究

目的 针对“新国潮”这一新兴的设计现象进行受众关注度研究,旨在剖析“新国潮”设计风格,发现影响“新国潮”受众关注度的设计要素,并展开实验分析,为设计领域的实证研究提供方法层面上的启示,为“新国潮”风格的推广提供设计策略。方法 在从字体、符号和色彩三方面解构“新国潮”设计要素的基础上,通过因素分析方法确定实验数据的信度、效度,运用眼动实验系统和方差分析法从无意注意和有意注意两个阶段实证研究“新国潮”设计要素对受众关注度的影响,并对原因展开分析。结果 在无意注意阶段,书法体、有色彩渐变、高纯度色彩、非象征符号能够获得较高关注度;在有意注意阶段,受众对宋体、有色彩渐变、高纯度色彩、象征符号的关注度更高。结论 研究在提高受众对“新国潮”画面的关注度、发现关注度影响机理和构建设计要素有效表达方面具有重要意义。

Influence of the Design Elements of "New National Trend" on the Audience Attention

The elements of design style affect the audience''s attention of the screen. The paper aims to conduct a research on audience attention for the emerging design phenomenon of ntal analysis to provide methodological inspiration forempirical research in the design field and design strategies for the promotion of the "new national trend" style. On the basis of deconstructing the design elements of "new national trend" from the three aspects of font, symbol, and color, the reliability and validity of experimental data are determined by factor analysis method, and the eye movement experimental system and the analysis of variance method are used. The two-phase empirical research (unintentional attention and intentional attention) is carried out on the influence of the design elements of the "new national trend" on the audience''s attention, and the reasons are analyzed. In the unintentional attention phase, calligraphy, color gradients, high-purity colors, and non-symbols can get a higher degree of attention; in the intentional attention phase, the audience pays more attention to Song Ti , color gradients, high-purity colors, and symbolic symbols. Research is of great significance in increasing the audience''s attention to the "new national trend" picture, discovering the influence mechanism of attention, and constructing effective expression of design elements.