An examination of the influence of visual perception of 3D LED billboards on viewer emotions: based on environmental psychology

Abstract: The advent of 3D LED billboards in consumer and public display sectors necessitates a comprehensive understanding of their visual effects and the mechanisms underlying users' emotional responses. Environmental psychology suggests that environments can evoke feelings of happiness and relaxation, yet they may also induce anxiety and depression. Consequently, this study seeks to employ the PAD model (pleasure, arousal, dominance) alongside environmental psychology to investigate the impact of 3D LED billboard visual effects on audience emotions. It aims to analyze the emotional characteristics observed in experiments and case studies to inform the optimization of design strategies. Traditional research in this area is constrained by physical influences and regulatory policies, presenting challenges such as imprecise experimental parameter adjustments (e.g., environmental daylight, on-site human traffic) and legal restrictions that prevent the display of experimental content on screens. This study introduces an innovative approach by developing a VR virtual experimental platform, offering new methodological insights for future research on 3D LED billboards.Methods: This study employed a questionnaire survey and a quantitative experiment. Initially, a questionnaire featuring various photographs of 3D LED billboard cases was distributed, and participants were asked to evaluate these cases based on visual quality elements. The aim was to identify differences in the design elements of 3D LED billboards across different visual levels. Subsequently, on-site measurements of the 3D LED billboard scenes were conducted for modeling purposes, and a naked-eye 3D video was produced. The emotions elicited by various screen parameters were quantitatively assessed using the PAD (Pleasure, Arousal, Dominance) model. Following the experiment, emotional calculations and design factor evaluations were performed for different design scenarios to investigate the emotional design strategies of the environment. In this experiment, screen parameters served as independent variables, while pleasure, arousal, and dominance in the PAD model functioned as mediating variables, and emotional tendency was the dependent variable.Conclusion: The analysis of questionnaire survey data reveals that the visual quality of 3D LED billboards is influenced by factors such as brightness, size, color saturation, viewing angle, and distance. Furthermore, the examination of quantitative experimental data indicates an absence of linear correlation between screen parameters (specifically brightness) and the audience's PAD (Pleasure-Arousal-Dominance) emotional values when the same content is displayed. Optimal screen parameters can elicit feelings of surprise or pleasure in viewers, whereas extreme parameters may provoke anxiety or hostility. The visual perception of the screen significantly impacts the audience's sense of pleasure and dominance, suggesting that varying screen parameters predominantly affect the audience's positive or negative attitudes and their active or passive willingness to engage with the screen. Additionally, we conducted emotional evaluations and design analyses of various cases and experiments, proposing emotional design strategies aimed at enhancing positive emotional responses. These strategies are intended to guide future designs towards being more scientifically grounded and human-centered, thereby improving the visual image quality of 3D LED billboards.

Keywords: 3D LED Billboard, Environmental psychology, PAD model, affective computing

DOI: 10.54941/ahfe1006731

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