Effects of flicker rate, complexity, and color combinations of Chinese characters and backgrounds on visual search...

This study investigated the effects of number of strokes in Chinese characters, flicker rate, flicker type, and character/background color combination on search performance. 37 participants ages 14 to 18 years were randomly assigned to each flicker-type condition. The search field contained 36 characters arranged in a 6 x 6 matrix. Participants were asked to search for the target characters among the surrounding distractors and count how many target characters were displayed in the search array. Analysis indicated that the character/background color combination significantly affected search times. The color combinations of white/purple and white/green yielded search times greater than those for black/white and black/yellow combinations. A significant effect for flicker type on search time was also identified. Rotating characters facilitated search time, compared with twinkling ones. The number of strokes and the flicker rates also had positive effects on search performances. For flicker rate, the search accuracy for 0.5 Hz was greater than that for 1.0 Hz, and the latter was also greater than that for 2.0 Hz. Results are applicable to web advertisement designs containing dynamic characters, in terms of how to best capture readers' attention by various means of dynamic character presentation.