拥抱混乱:动画标志的不可预测性塑造了用户的持续关注
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
概括
动画标识通过感知不可预测性影响用户的注意力. 这种效果因品牌类型而异,不可预测的动画有利于感觉品牌而不是思考品牌.
科学领域:
- 营销和消费者心理
- 视觉传播设计
背景情况:
- 动画标识是一个重要的营销投资,但它们对用户注意力的影响尚不清楚.
- 对于品牌营销至关重要的是,
研究的目的:
- 研究动画标志与用户持续关注之间的关系.
- 在动画品牌标志中引入和探索"感知不可预测性"的概念.
主要方法:
- 对63个病例的分析和对1844个问卷的调节分析 (研究1).
- 在苛刻的条件下进行眼睛追踪实验以确认结果 (研究2).
主要成果:
- 感知到的不可预测性和持续的注意力之间存在一个反向的U形关系.
- 而品牌类型则调节这种关系.
- 不能预测的动画增强了"感觉"品牌 (享乐吸引力),但减少了"思想"品牌 (实用性吸引力).
结论:
- 动画标志通过感知不可预测性和新性来影响持续的注意力.
- 不能预测的动画标志的有效性取决于品牌的吸引力 (享乐与实用主义).
- 这些发现为营销人员和设计师提供了实用指导,
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