Abstract
The use of color in newspapers is useful for easy and
quick understanding of the viewer, the fact that the coloring process
accelerates the cognitive process; And that the color associative feature
enriches the process of perception. The emotional and behavioral responses of
the readers to the colors are evaluated in this study. This empirical study is
designed to explore the emotional and behavioral effects of color against
black-white on news photographs. The reactions that readers give to colors can
affect the amount of they spend time on news, interest and in mind. This
research is an empirical study focusing on the characteristics and effect of
color in newspaper or news design. In this study, colored and black and white
model pages prepared in media commonly used sizes are shown for participant
readings. More than 320 university students are participating in the research,
who are at least four days a week reading a newspaper. The data obtained with
the ASL Mobile Eye tracking device is converted to the point coordinates using
EyeVision software. Calibration over seven points is provided. Spatial point
patterns are taken into consideration in the evaluation of the data. According
to this research result, although the readers want to read news on colored
pages, it cannot be said that the color factor has increased readability.
References
- Andersen, S. K., Müller, M. M. and Hillyard, S. A. (2009). “Color-selective attention need not be mediated by spatial attention”. Journal of Vision, 9 (2). doi:10.1167/9.6.2, http:// jov.arvojournals.org/article.aspx?articleid=2204014.
- Arıkan, A. (2008). Grafik Tasarımda Görsel Algı. Konya: Eğitim Akademi Yayınları.
- Bellizzi, J. A., Crowley, A. E. and Hasty, R.W. (1983), “The Effects of Color in Store Design,” Journal of Retailing, 59 (1), 21-43.
- Birren, F. (1978). Color and Human Response, New York: Van Nostrand Reinhold.
- Bousfield W. A., Esterson J., & Whitmarsh G. A. (1957). The effects of concomitant colored and uncolored pictorial representations on the learning of stimulus words. Journal of applied psychology, 41, 165-168.
- Brawn, P. Snowden, R. J. (1999). “Can one pay attention to a particular color?” Perception & Psychophysics, 61, 860-873. Coulter, R., Coulter, M. and Glover, J. (1984). “Details and Picture Recall, Bulletin of the Psychonomic Society, 22 (4), 327-329.
- Deregowski, J. (1976). ‘On Seeing a Picture for the first time. Leonardo, 9, 19-23.
- Detenber, B. H. & Winch, S. P. (2001) The impact of color on emotional responses to newspaper photographs, Visual Communication Quarterly, 8 (3), 4-14, DOI: 10.1080/15551390109363461 To link to this article: http://dx.doi. org/10.1080/15551390109363461, Published online: 06 Jun 2009. Erişim tarihi: 19.04.2017
- Eyesenck M.W. and Keane M.T. (2000) Cognitive Psychology. A Student’s Handbook, 4th Edition. London: Psychology Press.
- Eyyüboğlu, B. B. ve S. G. Aktaş, (2016). Sosyal Bilimler ve Coğrafi Bilgi Sistemleri Uygulamaları Kesişiminde Mekân Kavramı, SDÜ Fen Edebiyat Fakültesi Sosyal Bilimler Dergisi, 39, 103-116.
- Franken, R. E. (1977). “Picture –Recognition memory as a function of picture organization and age”, Perceptual and motor skills, 44, 1151-1154.
- Garcia, M.R. and Stark, P. (1991), Eyes on the News, St Petersburg, FL: The Poynter Institute for Media Studies. Gilbert K. (1986). ‘An Ethnographic Study of news Photographers and their Working Environment,’ Unpublished manuscript.
- Gilbert, K. and Schleuder, J. (1990). Effects of Color and Complexity in Still Photographs on Mental Effort and Memory, Journalism Quarterly, 67 (4).
- Glass, A. and Holyoak, K. (1986). Cognition, NY: Random House. Guilford, J. P. (1934). “The Affective Value of Color as a Function of Hue, Tint, and Chroma,” Journal of Experimental Psychology (June), 342–370.
- Jacobs, K. W., and James F. S. (1975). “Effects of Four Psychological Primary Colors on Anxiety State,” Perceptual and Motor Skills, 41 (1), 207–210.
- Maguire, D. J. (1991). “An Overview and Definition of GIS”, Geographical Information Systems: Principles and Applications, Vol. I, NY: John Wiley and Sons.
- Moore, C. M. Egeth, H. (1998). How does feature-based attention affect visual processing? Journal of Experimental Psychology: Human Perception and Performance, 24, 1296-1310.
- Moore, R. S., Stammerjohan, C. A. & Coulter, R. A. (2005). Banner advertiser-web site context congruity and color effects on attention and attitudes, Journal of Advertising, 347 (2), 71-84, DOI: 10.1080/00913367.2005.10639189.
- Onursoy, S. (2017). Gazete tasarımında görsel çekim: Bir göz takibi çalışması, eKurgu: Anadolu Üniversitesi İletişim bilimleri Fakültesi Hakemli dergisi, 25 (3), 20-29. Posner M.I., Petersen S.E. and Fox P.T. (1988) Localization of cognitive operations in the human brain. Science; 240, 1627-1631.
- Poynter eye-track araştırma raporları (2004). http://www.poynterextra.org/eyetrack2004/history. htm
- Schindler, P. S. (1986), “Color and Contrast in Magazine Advertising,” Psychology and Marketing, 3 (2), 69-78.
- Shih, S. I. & Sperling, G. (1996). Is there feature-based attentional selection in visual search? Journal of Experimental Psychology: Human Perception and Performance, 22, 758-779.
- Soysal, A. Ş., Yalçın ve K. Can, H. (2008). Bilişsel Psikoloji Kapsamında Yer Alan Dikkat Teorileri, New Symposium Journal, 46 (1). http://yenisymposium.com/Pdf/EN-YeniSempozyum-7230cb0c.pdf
- Thomas, J. M., Hewett, K. and Roth, M. S. (2000). “Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences,” Journal of International Marketing, 8 (4), 90-107.
- Treisman, A. (1977). Focused Attention in the Perception and Retrieval of Multidimensional Stimuli, Perception and Psychophysics, 22, 1-11.
- Treisman A. and Gelade, G. (1980). “A Feature-integration Theory of Attention”, Cognition Psychology, 12, 97-136.
- Treisman, A., Sykes, M. and Gelade, G. (1977). “Selective Attention and Stimulus Integration”, in Stanislav Dornic (Ed), Attention and performance VI, (Hillsdale, NJ: Erlbaum, 333- 361.
- Tsal, Y. Lavie, N. (1993). Location dominance in attending to color and shape. Journal of Experimental Psychology: Human Perception and Performance, 19, 131-139.
- Vierck, E. Miller, J. (2005). Direct selection by color for visual encoding. Perception & Psychophysics, 67, 483-494.
- Vierck, E. Miller, J. (2008). Electrophysiological correlates of direct selection by color. Psychophysiology, 45, 621-631.
- Wicker F., (1970) Photographs, Drawings and Nouns as stimuli in Paired-associate Learning, Psychonomic Science. 18, 205-206.
Abstract
Gazetelerde renk kullanımının izleyicinin haberi kolay ve
çabuk anlaması için faydalı olduğu, rengin varlığının bilişsel süreci
hızlandırdığı; ayırt etmeyi sağladığı ve rengin çağrışım özelliği algı sürecini
zenginleştirdiği düşünülmektedir. Bu çalışmada gazete okurlarının renklere
verdikleri duygusal ve davranışsal tepkiler değerlendirilmektedir. Bu deneysel
çalışma haber fotoğraflarında rengin siyah-beyaz karşısındaki duygusal ve
davranışsal etkisini keşfetmek için tasarlanmaktadır. Okurların renk karşısında
verdiği tepkiler habere ayırdıkları süre, ilgi, akılda kalıcılık üzerinde
etkili olabilir. Bu araştırma gazete ya da haber tasarımında rengin
karakteristik önemi ve etkisi üzerine odaklanan ampirik bir çalışmadır. Bu
deneysel araştırmada medyada yaygın olarak kullanılan boyutlarda hazırlanan
renkli ve siyah beyaz maket sayfalar katılımcılara okumaları için
gösterilmektedir. Araştırmaya haftada en az dört gün gazete okuyan 320’nin
üzerinde üniversite öğrencisi katılmaktadır. ‘ASL Mobile Eye’ göz izleme cihazı
ile elde edilen veriler ‘EyeVision’ yazılımı ile değerlendirilerek nokta
koordinatlarına dönüştürülmektedir. Yedi nokta üzerinden kalibrasyon
sağlanmaktadır. Verilerin değerlendirilmesinde mekânsal nokta örüntüleri
dikkate alınmaktadır. Bu araştırma sonucuna göre, okurlar renkli sayfalarda
haber okumak istediklerini belirtmekte ancak renk faktörünün okunurluğu
artırmada pozitif bir rolü görülmemektedir.
References
- Andersen, S. K., Müller, M. M. and Hillyard, S. A. (2009). “Color-selective attention need not be mediated by spatial attention”. Journal of Vision, 9 (2). doi:10.1167/9.6.2, http:// jov.arvojournals.org/article.aspx?articleid=2204014.
- Arıkan, A. (2008). Grafik Tasarımda Görsel Algı. Konya: Eğitim Akademi Yayınları.
- Bellizzi, J. A., Crowley, A. E. and Hasty, R.W. (1983), “The Effects of Color in Store Design,” Journal of Retailing, 59 (1), 21-43.
- Birren, F. (1978). Color and Human Response, New York: Van Nostrand Reinhold.
- Bousfield W. A., Esterson J., & Whitmarsh G. A. (1957). The effects of concomitant colored and uncolored pictorial representations on the learning of stimulus words. Journal of applied psychology, 41, 165-168.
- Brawn, P. Snowden, R. J. (1999). “Can one pay attention to a particular color?” Perception & Psychophysics, 61, 860-873. Coulter, R., Coulter, M. and Glover, J. (1984). “Details and Picture Recall, Bulletin of the Psychonomic Society, 22 (4), 327-329.
- Deregowski, J. (1976). ‘On Seeing a Picture for the first time. Leonardo, 9, 19-23.
- Detenber, B. H. & Winch, S. P. (2001) The impact of color on emotional responses to newspaper photographs, Visual Communication Quarterly, 8 (3), 4-14, DOI: 10.1080/15551390109363461 To link to this article: http://dx.doi. org/10.1080/15551390109363461, Published online: 06 Jun 2009. Erişim tarihi: 19.04.2017
- Eyesenck M.W. and Keane M.T. (2000) Cognitive Psychology. A Student’s Handbook, 4th Edition. London: Psychology Press.
- Eyyüboğlu, B. B. ve S. G. Aktaş, (2016). Sosyal Bilimler ve Coğrafi Bilgi Sistemleri Uygulamaları Kesişiminde Mekân Kavramı, SDÜ Fen Edebiyat Fakültesi Sosyal Bilimler Dergisi, 39, 103-116.
- Franken, R. E. (1977). “Picture –Recognition memory as a function of picture organization and age”, Perceptual and motor skills, 44, 1151-1154.
- Garcia, M.R. and Stark, P. (1991), Eyes on the News, St Petersburg, FL: The Poynter Institute for Media Studies. Gilbert K. (1986). ‘An Ethnographic Study of news Photographers and their Working Environment,’ Unpublished manuscript.
- Gilbert, K. and Schleuder, J. (1990). Effects of Color and Complexity in Still Photographs on Mental Effort and Memory, Journalism Quarterly, 67 (4).
- Glass, A. and Holyoak, K. (1986). Cognition, NY: Random House. Guilford, J. P. (1934). “The Affective Value of Color as a Function of Hue, Tint, and Chroma,” Journal of Experimental Psychology (June), 342–370.
- Jacobs, K. W., and James F. S. (1975). “Effects of Four Psychological Primary Colors on Anxiety State,” Perceptual and Motor Skills, 41 (1), 207–210.
- Maguire, D. J. (1991). “An Overview and Definition of GIS”, Geographical Information Systems: Principles and Applications, Vol. I, NY: John Wiley and Sons.
- Moore, C. M. Egeth, H. (1998). How does feature-based attention affect visual processing? Journal of Experimental Psychology: Human Perception and Performance, 24, 1296-1310.
- Moore, R. S., Stammerjohan, C. A. & Coulter, R. A. (2005). Banner advertiser-web site context congruity and color effects on attention and attitudes, Journal of Advertising, 347 (2), 71-84, DOI: 10.1080/00913367.2005.10639189.
- Onursoy, S. (2017). Gazete tasarımında görsel çekim: Bir göz takibi çalışması, eKurgu: Anadolu Üniversitesi İletişim bilimleri Fakültesi Hakemli dergisi, 25 (3), 20-29. Posner M.I., Petersen S.E. and Fox P.T. (1988) Localization of cognitive operations in the human brain. Science; 240, 1627-1631.
- Poynter eye-track araştırma raporları (2004). http://www.poynterextra.org/eyetrack2004/history. htm
- Schindler, P. S. (1986), “Color and Contrast in Magazine Advertising,” Psychology and Marketing, 3 (2), 69-78.
- Shih, S. I. & Sperling, G. (1996). Is there feature-based attentional selection in visual search? Journal of Experimental Psychology: Human Perception and Performance, 22, 758-779.
- Soysal, A. Ş., Yalçın ve K. Can, H. (2008). Bilişsel Psikoloji Kapsamında Yer Alan Dikkat Teorileri, New Symposium Journal, 46 (1). http://yenisymposium.com/Pdf/EN-YeniSempozyum-7230cb0c.pdf
- Thomas, J. M., Hewett, K. and Roth, M. S. (2000). “Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences,” Journal of International Marketing, 8 (4), 90-107.
- Treisman, A. (1977). Focused Attention in the Perception and Retrieval of Multidimensional Stimuli, Perception and Psychophysics, 22, 1-11.
- Treisman A. and Gelade, G. (1980). “A Feature-integration Theory of Attention”, Cognition Psychology, 12, 97-136.
- Treisman, A., Sykes, M. and Gelade, G. (1977). “Selective Attention and Stimulus Integration”, in Stanislav Dornic (Ed), Attention and performance VI, (Hillsdale, NJ: Erlbaum, 333- 361.
- Tsal, Y. Lavie, N. (1993). Location dominance in attending to color and shape. Journal of Experimental Psychology: Human Perception and Performance, 19, 131-139.
- Vierck, E. Miller, J. (2005). Direct selection by color for visual encoding. Perception & Psychophysics, 67, 483-494.
- Vierck, E. Miller, J. (2008). Electrophysiological correlates of direct selection by color. Psychophysiology, 45, 621-631.
- Wicker F., (1970) Photographs, Drawings and Nouns as stimuli in Paired-associate Learning, Psychonomic Science. 18, 205-206.
Details
| Journal Section | Türkçe Araştırma Makaleleri |
|---|---|
| Authors | |
| Publication Date | January 29, 2018 |
| Submission Date | July 13, 2017 |
| Published in Issue | Year 2018 Volume: 5 Issue: 3 |
Cited By
INVESTIGATION OF CONFIDENTIALITY AGREEMENTS IN E-COMMERCE WEBSITES VIA EYE TRACKING METHOD
Journal of Business in The Digital Age
Esra ÖZMEN
https://doi.org/10.46238/jobda.816257
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