Scientific Research and Essays

  • Abbreviation: Sci. Res. Essays
  • Language: English
  • ISSN: 1992-2248
  • DOI: 10.5897/SRE
  • Start Year: 2006
  • Published Articles: 2710

Full Length Research Paper

Influence of layouts on visual impression: Comparing 12 flyer layout patterns

Yutaka Andoh
  • Yutaka Andoh
  • Department of Human Life Design, Japan Advanced Institute of Science and Technology, Japan.
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Kengo Omura
  • Kengo Omura
  • Research and Technology Group, Fuji Xerox, Japan.
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Takano Kentaro
  • Takano Kentaro
  • Research and Technology Group, Fuji Xerox, Japan.
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Kawamoto Koushi
  • Kawamoto Koushi
  • Research and Technology Group, Fuji Xerox, Japan.
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Tsutomu Fujinami
  • Tsutomu Fujinami
  • Department of Human Life Design, Japan Advanced Institute of Science and Technology, Japan.
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  •  Received: 04 May 2017
  •  Accepted: 15 December 2017
  •  Published: 20 December 2017

Abstract

The purpose of this study was twofold. First, extent of the influence of flyer layouts on user impressions was investigated. Data were collected from 425 non-designers. The participants, consisting of eight groups of men and women between the ages of 20 and 50, were shown 60 flyers (12 layouts × five other design features) of a piano concert on a computer screen. The percentage of layout contribution to user impression, estimated by the ranges of category scores, was under 20%. This result indicates that layouts have a relatively small influence on impressions. Second, using dual scaling, layouts which had an influence on the variety of impressions was confirmed. The analysis produced X/Y dimensions where the first dimension (X-axis) indicated “formal-casual” and the second dimension (Y-axis) indicated “powerful-delicate.” It was suggested that the degree of alignment enhanced a formal impression, while the degree of symmetry enhanced a powerful impression.
 
Key words: Layout, flyer, user impression, document design.