标题: 网站视觉风格之情感设计研究
Exploring Affective Responses to Visual Styles of Websites
作者: 许峻诚
Hsu Chun-Cheng
国立交通大学传播与科技学系
关键字: 网站设计;人机介面;视觉风格;感性认知;情感设计;web design;human?computer Interface;visual style;affective response;emotional design
公开日期: 2009
摘要: 过去网站人机互动设计研究多着重在技术面或者使用性之讨論,近來美学与感性认知之议题也逐渐受到重视,主要原因在于透过网站提供各项资讯与服务已成现今的主流,网站的视觉形象与吸引力也被许多研究证实是影响使用者信任度与评价网站优劣的重要因素。然而,网站视觉风格如何影响使用者认知之探讨仍不多,若能找出网站视觉风格、使用者感性认知以及设计要素之间的关系,对于设计出一个符合形象且具吸引力的网站是有帮助的。
本研究计划分成三个部分。第一部分试图瞭解现今网页风格類型及设计要素,研究以多向度评量法(multidimensional scaling analysis),分析人们对一群网页视觉感觉刺激间的相似性资料以得出各网页的认知空间,并利用集群分析(cluster analysis)探讨常見的网页视觉风格類型。第二部分透过文献及访谈资料分析,希望归纳出影响网页认知的形容词对与设计项目,并对这些项目做重要性排序与因子分析(factor analysis),以瞭解影响人们评估网页的情感性因素。第三部分的研究,则是以第二部分所归纳出的形容词对为依据,针对代表性的网页類型进行评估,并经由交叉分析以得到不同网页风格類型与使用者感性认知之间的对应关系。
研究结果希望累积电脑人机介面设计中较少探讨的使用者感性认知议题。其次,瞭解网页视觉风格類型以及各類型的优缺点,从中归纳出准则以供网站视觉化设计实务之參考。
Many studies have pointed out that the functionality and affective responses of web design are important factors that could have significant impact on the results of user’s evaluation. However, studies of the human‐computer interaction in the past were mostly focused on how to improve the functionality, and much less in exploring the affective responses. The main reason for such development was that researches in the past had put much more emphasis on the functionality aspects. Also, the functionality elements are more specific and suitable for establishing the evaluation criteria, such as accuracy rate, reaction time, and so on, but the affective responses that involve subjectivity are not easily quantifiable. However, the emotional design has now been widely discussed in the field of industrial design, and has begun to bear fruit in scientific research techniques, such as Kansei engineering. For this reason, the main purpose of this study is to explore the relationship between currently used visual styles of web sites and corresponding affective responses of users. The secondary goal is to analyze the advantages and disadvantages of various types of visual styles and their features for preparing the design rules that can serve as reference guide for others in web design work.
This research project is divided into three parts. The first part is to understand current web site styles and design features. This study is to apply the multidimensional scaling analysis to explore the cognitive responses from a group of people, and then the cluster analysis is employed to explore commonly seen visual styles of web sites. In the second part of this study, it is hoped that through interviews and literature analysis, the elements that may have impact on web design can be summarized, prioritized, and factor analysis to gain insight into the emotional factors that will affect the results of web site evaluation. The third part of the study is to draw conclusions basing on the evaluation items of the second part. Typical web sites are evaluated and cross analyzed to find the relationship between different types of web site visual styles and corresponding affective responses.
It is hoped that the results of this study can provide useful information with respect to the affective responses of human‐computer interface, for which few attention has been paid to the affective responses. Secondly, through the understanding of a wide range of web designs, as well as the advantages and disadvantages of various visual styles, new design rules can be established from this study that will serve as important basis for other people in web design work.
官方说明文件#: NSC98-2410-H009-003
URI: http://hdl.handle.net/11536/101318
https://www.grb.gov.tw/search/planDetail?id=1730237&docId=296007
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