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What Makes A Font Persuasive?: An Eye-Tracking Study Of Perception In American And Chinese Assessment Of Fonts, Kimberly Sulak
What Makes A Font Persuasive?: An Eye-Tracking Study Of Perception In American And Chinese Assessment Of Fonts, Kimberly Sulak
All Theses
Professional, technical, and visual communication practitioners and academics have historically overlooked visual rhetoric and how it is employed in business communications as well as how various cultures comprehend and respond to the design elements and visual composition of business documents. More specifically typography, the building blocks of a document, has been little explored in professional and technical communication research. As such, this study utilizes eye-tracking technology in conjunction with other data collection methods to understand if and how fonts contribute to the persuasiveness of business communications and if different cultures vary in typeface assessment and perception.
Mackiewicz and Brumberger have …
Cultural Variation In The Visual Aspects Of Television Commercials: Comparing The Use And Effect Of Field Information In Chinese And Us Television Commercials, Jin Liu
All Theses
Cross-cultural psychology literature demonstrates cultural variation in visual perception patterns and field information inclusion in static visual designs between Chinese and American cultures. This study attempts to empirically investigate whether such variation exists in these two cultures' video images such as television commercials, and whether the commercials customized to cultural preference are more effective than others as previous research suggests. The research results correspond to previous claims about the visual design patterns in Chinese and American cultures, based on which suggestions for cinematic practice are provided. This research contends that variation in information inclusion and exclusion rules manifests differences in …