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What makes a font persuasive?: An eye-tracking study of perception in American and Chinese assessment of fonts.

机译：是什么使字体具有说服力？：对美国和中国字体评估中的感知进行眼动追踪研究。

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摘要

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 both examined typeface anatomy and its effect on perception of font personality. Similar methods are implemented in this study to determine if the anatomical characteristics of fonts contribute to the perception of typeface persuasiveness in business documents. Furthermore, this study also seeks to establish if any correlations exist in typeface persuasiveness between American and Chinese cultures.;Through this study, it was discovered that there are in fact anatomical characteristics of typefaces that lend themselves to a font being perceived as persuasive. It was also found that the perception of persuasiveness differs between the two cultures, and the methods by which the two groups assess the typefaces for persuasiveness are quite distinct.
机译：历史上，专业，技术和视觉传达的从业人员和学者都忽略了视觉修辞及其在商务交流中的使用方式，以及各种文化如何理解和响应商务文档的设计元素和视觉构成。更具体地说，在专业和技术交流研究中很少探索字体，即文档的基础。因此，本研究将眼动追踪技术与其他数据收集方法结合使用，以了解字体是否以及如何促成商务沟通的说服力，以及不同的文化在字体评估和感知方面是否有所不同.Mackiewicz和Brumberger都研究了字体解剖及其对字体个性感知的影响。在这项研究中采用了类似的方法来确定字体的解剖特征是否有助于感知商业文档中的字体说服力。此外，本研究还试图确定美国和中国文化之间的字体说服力是否存在任何相关性。通过这项研究，人们发现，实际上，字体的解剖学特征使其本身具有被认为具有说服力的字体。还发现两种文化之间对说服力的理解是不同的，而且两组评估说服力字体的方法也很不同。

著录项

  • 作者

    Sulak, Kimberly E.;

  • 作者单位

    Clemson University.;

  • 授予单位 Clemson University.;
  • 学科 Business Administration Marketing.;Design and Decorative Arts.;Psychology Cognitive.;Technical Communication.;Asian Studies.
  • 学位 M.A.
  • 年度 2012
  • 页码 255 p.
  • 总页数 255
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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