Symposium on Creative Technology and Digital Media

AHFE International

Accelerating Open Access Science in Human Factors Engineering and Human-Centered Computing

Symposium on Creative Technology and Digital Media

book-cover

Editors: Amic G. Ho, Kyuha Shim

Topics: Communication of Design

Publication Date: 2022

ISBN: 978-1-958651-03-2

DOI: 10.54941/ahfe1001433

Articles

Visual attention, memory and persuasion of recycling advertisements among Chinese university students

This research aims to use an eye-tracking methodology to explore the visual attention of recycling advertisements. The data obtained from the eye-tracking, unaided memory recall, and self-report on perceived persuasiveness can help advertisers and designers understand viewers' visual attention patterns and determine the best persuasion method when designing recycling-related advertisements. Findings showed the Pathos posters would result in long-term memory recall and high persuasiveness. However, more research is needed to see effects of using recycling relevant celebrities on the persuasiveness of Ethos posters. Central Slogans and Images were by far the most important aspect of the posters and what people spend the most time viewing. Keywords: Eye-tracking, recycling, public service advertisement, memory recall, persuasion

Betty Wai Sang Siu, Bing Xiao

Conference Proceedings

The Effectiveness of Amazon Headphone Video Advertising Based on Time Series Analysis

Nowadays, both academia and the industry have discussed e-commerce video advertisements. However, the advertising effects and effective duration of e-commerce video advertisements mostly remain in qualitative analysis and lack quantitative analysis. In this article, using the Amazon platform, two sets of the same headset with different brand names are launched at the same time, and only one set of headsets is placed with video ads to carry out the experiment. After ten months, complete e-commerce data was obtained. Data analysis proved that: video advertising attracted a large number of consumers, which greatly increased the sales of headphones; the effective duration of video advertising was 15 weeks. This research provides an experimental method that can be quantified and analyzed for the research on the effect of video advertising on e-commerce platforms.

Yuting Cai, Zhengqing Jiang

Conference Proceedings

The future prospect of dynamic poster design in the context of new media

In order to explore the development and research status of dynamic posters in the context of local media, and analyze the research trend of dynamic posters in the future, it can better help scholars to study dynamic posters. This paper summarizes the dynamic new form expression of posters in the context of new media, and explores the past research directions and current research hotspots, as well as the research differences at home and abroad; This paper makes a comparative study of posters from the perspective of dynamic and static, and comes to the conclusion that it is inevitable to change from static to dynamic. From the perspective of practical application of dynamic posters, this paper analyzes the design practice process, application classification, innovative methods and technical research; This paper explores the current evaluation methods of dynamic posters. The research shows that a more systematic theoretical system based on the new media background has not been formed in this research direction, and the actual validity of dynamic posters needs to be studied and excavated. It is hoped that the research trends and shortcomings obtained from this research review can provide some practical ideas for later scholars in the research process of dynamic posters.

Ding Wei, Wenqin Fan, Zhenhai Liao

Conference Proceedings

Paradoxes in Typeface Design for creating new Digital Design Experience

Generally speaking, the paradox of design elements brought about by visual conflict can attract people's attention. Many designers apply similar ideas to their work. However, seldom do designers investigate the reasons behind the paradox of typography, as well as the approaches to creating this contradiction. The research question of this study refers to how the paradox of typography work for communication. The function of typography is not only to deliver messages but also to serve as the foundation for compositional communication. Letterforms were regarded as one of the most valuable graphic elements as they worked as the representations of language and organising type to serve multiple roles within a composition. This paper focuses on the experience of emotions created by typographic design, in particular, it also suggested an example to demonstrate how the experience of typographic designing related to the paradox of typography, built a hypothesis of why these may impact one another. Thus, the finding of this study provide a richer understanding of the design and the development of design projects.

Amic Ho

Conference Proceedings

Application of Art-Tech in Visual Experience

Since the invention of the media in the 20th century, technological advances in the field of information have revolutionised the art and science of design. Thanks to new screen devices, communication platforms, printing technologies, and software, artists and designers have unprecedented creative freedom to combine a variety of tools and techniques to generate images and ideas based on their own ideas. The emerging immersive virtual reality technology in recent years is both complex and interesting. Because its development time is very short, there is still great room for exploration. Artists have traditionally been early adopters of new technologies focused on promoting innovative ideas, but now that role is more forward-looking than ever. Visual research is often cited as an aesthetic criterion by some artists and designers, but in fact, it should be explored how to use its theory to explore the communication of digital information communication technology or to develop more ideographic tools. It is not simply a feature or term used to identify the development of visual creativity over the past two decades; it is a discipline in itself worth exploring. This study aims to investigate what does visual experience means in general? Whether it is a medium independent of all fields of design and art or just another innovation in a long-term technological breakthrough, remains unclear. How does it affect our perception, understanding, and creation of visual communication? This article explores the issues listed above but also discusses the obstacles designers and artists face in the age of digital art and design.

Amic Ho

Conference Proceedings