混沌を受け入れること:アニメーションロゴの予測不能性は,ユーザーの持続的な注意を形作る
Wen Guan1, Dong Min Cho2, Li Zheng3
1Department of Design and Manufacturing Engineering, Jeonbuk National University, Jeonju, Republic of Korea.
Frontiers in psychology
|August 22, 2025
まとめ
アニメーションロゴは 予測不可能なものとして ユーザの注意を 惹きつけます この効果はブランドの種類によって異なるが,予測不能なアニメーションはフィーストブランドに有利だが,シンクブランドには有利ではない.
科学分野:
- マーケティングと消費者心理
- ビジュアルコミュニケーションデザイン
背景:
- アニメーションロゴは大きなマーケティング投資ですが,ユーザーの注意力への影響は不明です.
- アニメーションロゴが 気を散らすものの中で ユーザの注意を 捉え維持する方法を理解することは ブランドマーケティングにとって 極めて重要です
研究 の 目的:
- アニメーションロゴとユーザーの持続的注意力との関係を調査する.
- アニメーションのブランドロゴにおける"予測不能感"の概念を導入し,探求する.
主な方法:
- 63件のケースの分析と1,844件のアンケート (研究1) の調整されたメディエーション分析.
- 厳しい条件下での発見を確認するためのアイトラッキング実験 (研究2)
主要な成果:
- 予測不可能と持続的注意力との間には 逆のU型関係があります
- 認識された新しさはこの関係を媒介し,ブランドタイプはそれを調節します.
- 予測不能なアニメーションは"感じる"ブランド (快楽的なアピール) に関する注意を高め",考える"ブランド (ユーティリティ的アピール) に関する注意を減らす.
結論:
- アニメーションロゴは 予測不可能なことや新鮮さによって 持続的な注意に影響を与えます
- 予測不可能なアニメーションロゴの有効性は,ブランドの魅力 (ヘドニックとユーティリティ) に依存しています.
- アニメーションロゴを通してブランドの影響力を最適化するために, マーケティング担当者やデザイナーに実用的なガイドラインを提供しています.
関連する概念動画
Fluid Mosaic Model
Scientists identified the plasma membrane in the 1890s and its principal chemical components (lipids and proteins) by 1915. The model for plasma membrane structure, proposed in 1935 by Hugh Davson and James Danielli, was the first model to be widely accepted in the scientific community. The model was based on the plasma membrane's "railroad track" appearance in early electron micrographs. Davson and Danielli theorized that the plasma membrane's structure resembled a sandwich with the analogy of...
Steady Flow of a Fluid Stream
Consider a control volume, such as a pipe with solid boundaries, through which fluid flows and changes direction due to the impulse exerted by the resulting force from the pipe walls. In steady flow, the mass of fluid entering the control volume at a given time, t, with velocity v1, is equal to the mass leaving after infinitesimal time dt, with velocity v2.
During this process, the momentum of the fluid within the control volume remains constant over the time interval dt. By applying the...
During this process, the momentum of the fluid within the control volume remains constant over the time interval dt. By applying the...
Convolution: Math, Graphics, and Discrete Signals
In any LTI (Linear Time-Invariant) system, the convolution of two signals is denoted using a convolution operator, assuming all initial conditions are zero. The convolution integral can be divided into two parts: the zero-input or natural response and the zero-state or forced response, with t0 indicating the initial time.
To simplify the convolution integral, it is assumed that both the input signal and impulse response are zero for negative time values. The graphical convolution process...
To simplify the convolution integral, it is assumed that both the input signal and impulse response are zero for negative time values. The graphical convolution process...
Turbulent Flow: Problem Solving
Carbonation is a process used to dissolve carbon dioxide gas in a liquid, commonly used in the production of carbonated beverages. Achieving efficient carbonation requires careful control of temperature, pressure, and flow conditions. By adjusting these parameters, carbonation efficiency can be maximized, producing a higher concentration of CO2 in the liquid.
Temperature is a key factor in CO2 solubility. In this case, the CO2 gas and the liquid are cooled to 20°C. Lower temperatures enhance...
Temperature is a key factor in CO2 solubility. In this case, the CO2 gas and the liquid are cooled to 20°C. Lower temperatures enhance...
Uniform Depth Channel Flow: Problem Solving
To calculate the flow rate for a trapezoidal channel, first, identify the bottom width, side slope, and flow depth of the channel. The cross-sectional area (A) corresponding to the depth of flow (y), channel bottom width (B), and side slope (θ) is determined by:Next, calculate the wetted perimeter, which includes the bottom width and the sloped side lengths in contact with the water. Using the values of the cross-sectional area and the wetted perimeter, determine the hydraulic radius by...
Design Example: Analyzing Capacity Contours for Flood Risk Assessment
Flood risk assessment involves careful planning and analysis to ensure the safety of communities near water retention structures. Capacity contours are a vital tool in this process, as they illustrate the potential spread of water at specific levels in a given area. In the context of building a bund across a small valley, these contours play a critical role in evaluating the safety of nearby residential areas.In this example, the bund is intended to store stormwater in the valley. The engineers...


