Vpliv tipografije in grafičnega oblikovanja na zaznavo in prepoznavo informacij

Marovt, Lenart (author), Možina, Klementina (mentor)

Ljudje se vsakodnevno srečujemo z vizualnimi mediji, ki nam sporočajo vrsto informacij; te morajo biti oblikovane tako, da jih lahko v čim krajšem času in čim bolje prepoznamo in si jih dobro zapomnimo. V diplomski nalogi smo preverjali vplive tipografije in oblikovanja na zaznavo in prepoznavo informacij v vizualnih medijih. Zastavili smo si cilj, da ugotovimo, kakšen način oblikovanja zapisanih informacij najbolj pritegne opazovalca in kako oblikovane besede si najbolje zapomni. Za doseganje tega smo v teoretičnem delu raziskali vidno zaznavo, s fizičnega vidika do psihofizičnih procesov, ki so del zaznave. Dodatno smo preučili proces branja in natančno pregledali področje grafičnega oblikovanja, njegovo zgodovinsko ozadje, posamezne grafične elemente, vrste kontrastov in področje barv. Osredotočili smo se še na tipografijo in čitljivost pisav. Eksperiment smo izvedli z izdelavo 20 vzorčnikov, na katere smo umestili različno oblikovane petčrkovne slovenske besede. Sklope smo razdelili v štiri skupine: besede, oblikovane v različnih pisavah, besede, oblikovane v naključnih barvah, besede, kjer smo eno besedo obarvali v čisti, polno nasičeni barvi, in besede, kjer smo eno izmed štirih prikazanih besed povečali na dvojno velikost pisave. Eksperiment smo s 35 udeleženci izvajali s pomočjo naprave Tobii Fusion Pro za sledenje očesnim premikom. V raziskavi so morali udeleženci za kratek čas opazovati različne vzorčnike s štirimi besedami in po prikazu vsakega vzorčnika odgovoriti z eno besedo, ki so jo prvo videli oziroma so si jo najbolje zapomnili. Rezultate smo zbrali v obliki tortnih diagramov za vsak vzorčnik posebej glede na pogostost odgovorjene besede, ki so jo udeleženci videli kot prvo. Tortne diagrame smo v procesu analize primerjali s toplotnimi mapami žarišč pogledov, ki jih je izrisala programska oprema za sledenje očesnim premikom. Ugotovili smo, da ima vrsta pisave manjši vpliv kot položaj besede na vzorčniku, vendar so bile vseeno pisave s serifi s prepoznavnimi znakov pogosteje prepoznane; med obarvanimi besedami so prevladale besede v rdečih barvnih tonih – z visokimi kontrastnimi razmerji v odvisnosti od ozadja in besede v zelenih barvnih tonih niso bile tako pogosto prepoznane. V primeru, ko smo obarvali le eno besedo, so udeleženci pogosteje izbrali besedo z izrazito nizkim ali izrazito visokim kontrastom glede na ozadje in črno barvo drugih besed. Ugotovili smo tudi, da ima največji vpliv na priteg pozornosti velikost pisave.

• Language: Slovenian
• Keywords: barva, oblikovanje, tipografija, velikost pisave, zaznava in prepoznava informacij
• Work type: Bachelor thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2024
• PID: 20.500.12556/RUL-155854
• Publication date in RUL: 23.04.2024

Secondary language

• Language: English
• Title: Effect of typography and graphic design on detection and perception of information

Abstract

People are met with visual mediums that relay information daily. The information must be designed so that passers-by can find and understand it as soon as possible. In the bachelor’s thesis, we studied the effects of typography and graphic design on the detection and perception of information in visual mediums. Our goal was to discover what design of type attracts the observer and what is the best way to design type so that the observer will be able to remember the information best. To do so, we studied visual perception, physically and how the psycho-physical processes work. We studied reading and did in-depth research on graphic design, its history, specific graphic elements, types of contrast, and the field of color. The last topic of interest was typography and readability. We experimented by making 20 samplers onto which we placed four five-letter Slovenian words. The samplers were divided into four sections: words using different typefaces, words that were colored in a random color, words where only one word was colored in a fully saturated hue, and, lastly, a sampler where one of the four showcased words had its type size enlarged by a factor of two. There were 35 participants in the experiment, and it was carried out utilizing an eye tracker device (Tobii Fusion Pro). The participants viewed different samplers for a brief period after which they had to respond with what word they saw first. The results were gathered in the form of pie charts for each sampler based on the frequency of answered words. Alongside pie charts, heat maps of eye positions made by the eye tracking software were used for analysis of results. We discovered typeface does not have as big of an influence as the position of the word on the layout. However, serif typefaces with distinct stroke shapes were still among the more recognized. With colored words, red tones with high contrasts were better detected and, on the contrary, red hues were not. In the cases of one word being colored, the more commonly recognized were those that had a high or extremely low contrast ratio (relative to the background or the black used in the remaining 3 words). We also discovered that the biggest influence on the perception of information in participants was the size of the type.

• Keywords: color, design, detection and perception of information, type size, typography