认知视角下标志的动态设计研究

Dynamic Logo Design from Cognitive Perspective

中文关键词: 动态标志  运动时长  运动路径  认知感受  元素结构

英文关键词: dynamic marker  motion duration  motion path  cognitive perception  element structure

中文摘要:

      目的 通过构建动态标志设计过程中的时长和路径分析，探索受众认知感受和视觉体验对动态标志设计的调节和影响作用。方法 首先，分析动态标志元素在时空中变化所产生的认知感受;其次，结合问卷调查和脑电实验数据，探究运动的最佳时长和运动路径对受众视觉注意和认知的影响;最后，通过设计案例来验证研究的有效性。结果 对视觉注意和受众的认知感受，以及对脑电实验中P100、P300成分进行研究后发现，元素运动时长和运动路径对用户的视觉注意和认知记忆具有显著的刺激作用，而动态标志可以通过时长和路径的变化来增加标志内部结构的韵律性和动态感，提升受众的认知感受。结论 在动态标志设计中，通过实验数据产生的视觉注意分析，可以主客观上作为设计过程中受众认知感受的评估方法。时长与路径在动态标志设计中的重要性凸显，为受众提供更高品质的认知感受。

英文摘要:

      The work aims to determine the adjustment and influence of audience's cognitive feeling and visual experience on dynamic logo design through the analysis of duration and path in the design of constructing dynamic logos. First of all, the cognitive perception caused by the change of dynamic marker elements in time and space was analyzed. Secondly, combined with the questionnaire survey and EEG experiment data, the influence of the optimal duration and movement path on the visual attention and cognition of the audience was explored. Finally, a design case was used to verify the validity of the study.Research on visual attention, audience cognitive perception, and analysis of P100 and P300 components in EEG experiments revealed that the duration and trajectory of element motion significantly impacted users' visual attention and cognitive memory. Dynamic logos could enhance internal structural rhythm and dynamism by varying duration and trajectory, thereby enhancing audience cognitive perception. In conclusion,in dynamic logo design, the analysis of visual attention generated from experimental data can serve as a subjective and objective design evaluation method for audience cognitive perception during the design. The significance of duration and trajectory in dynamic logo design is emphasized, aiming to provide audiences with higher-quality cognitive experiences.