| abstract |
| Background Visual posters are widely used as an important communication tool that delivers information effectively and captures attention within a short period of time. In particular, color contrast, which enhances visual salience, and message coherence, which improves clarity of communication, are critical design elements that influence the viewer’s cognitive response. While previous studies have focused on the individual effects of these elements, empirical research that comprehensively examines their relative impact and interrelationship remains limited.
Methods This study conducted an experiment on 280 domestic college students to analyze the effects of color contrast and message consistency on the visual focus and cognitive satisfaction of poster design recipients. Using real poster designs, four types of stimuli were created, including color contrast-centered stimuli and message consistency-centered stimuli. After the experiment, a questionnaire was conducted on each stimuli. The results were derived using reliability analysis, analysis of variance (ANOVA), regression analysis, and mediation effect analysis using the statistical program SPSS.
Result The results showed that posters with high color contrast elicited significantly higher levels of visual attention, while posters with strong message coherence resulted in significantly greater cognitive satisfaction. Furthermore, a statistically significant positive correlation was found between visual attention and cognitive satisfaction. These findings indicate that the two design elements affect cognitive responses differently and function complementarily.
Conclusion This study empirically confirms that color contrast and message coherence have specialized effects on visual guidance and message comprehension, respectively. The findings suggest that strategic combinations of visual elements are essential for effective poster design. These insights can inform not only practical design applications but also educational approaches in visual communication. Future studies should consider expanding the analysis by incorporating quantitative physiological data, such as eye-tracking measurements. |
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| Key Words |
| 컬러 대비, 메시지 일관성, 인지 만족도, Color contrast, Message consistency, Cognitive satisfaction |
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