Exploring the Effect of Imagery on Visual Identity of Educational Institutes: An Eye-tracking Study

By Mandar Rane and Braj Bhushan.

Published by The International Journal of Visual Design

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Article: Print $US10.00
Article: Electronic $US5.00

In a scenario where a thought could have multiple visual representations, the appropriateness and acceptability of a visual symbol often leads to debate between the client and the designer. This was done to find out how graphic designer can deal with varied perceptions of the two groups. Recruiting 83 participants in the first and 32 in the second phases the present study employed eye-tracking and subjective rating of symbols of engineering institutes in India on a 5-point scale. The findings of the two-phased study substantiated perceptual difference between the designers and non-designers. This difference was overriding for abstract representation in designers and concrete representation in non-designers. Symbols with more objects bestowed more number of fixations whereas symbols with abstraction required high fixation duration. The ratings of chromatic and achromatic symbols did not differ significantly.

Keywords: Symbol, Perceptual Difference, Eye tracking

The International Journal of Visual Design, Volume 9, Issue 2, June 2015, pp.1-12. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.094MB).

Prof. Mandar Rane

Associate Professor, Industrial Design Centre, Indian Institute of Technology Bombay, Mumbai, Maharashtra, India

Braj Bhushan

Associate Professor, Department of Humanities and Social Sciences, Indian Institute of Technology Kanpur, Kanpur, Uttar Pradesh, India