Issue 40

Abstract

This study conducts preliminary explorations on aesthetic perceptions such as preference and attention to the expression of infographics. The measurement and evaluation of the participants’ preference and attention (number of eye gazes, average gaze time, and total gaze time) were performed based on the following categories of expressions (strength of organizational structure, and presence or absence of illustrations), and supplemented by gender differences. The research tools used psychological exploration scales and physiological detection with eye-tracking instruments and analyzed the obtained data from a three-factor mixed analysis of variance (ANOVA). The results indicated that infographics with a relatively low organizational structure of layout are generally well-received by viewers; the illustrations in the infographics have an explanatory function, which can enhance the readability of the information and reduce mental consumption; the infographics with a low organizational structure of layout yielded higher attention and preference by females; it is also an important way of expression that draws attention or affects interpretation, and has an interactive relationship with the organizational structure of layout for them. In summary, the subjects of infographics research should not be limited to the ability to interpret, express, and code the meaning of visual information. It is necessary to extend from functional and practical purposes to aesthetic principles such as attraction and style.

 

Keywords: infographics, expression, gender, preference, attention