Image Of Attention And Visual Communication

With the development of information technology, visual images sweep the world. When person are enjoying the convenient of the information which is brought by picture-reading times, they are also faced with an increasingly severe competition for attention resources. In the visual communication, image is a visual carrier of information, and attention is an active behavior for information made by audience. The connection of the two parts open the process of transmitting visual information in the transmission system, and also have an important impact on audience cognitive outcomes.In order to have some systematic understanding of the mechanism between image attention and visual communication, this research project proposed a cognitive model of visual communication on the basis of the literature search and combination of the knowledge of communication and psychology. With this model, we can find that the core issue in visual communication is mainly focused on two problems, the information transmission problem caused by attention and the audience acceptation problem reflected by cognition. To make this research more relevant, the project combined a variety of qualitative and quantitative research methods and selected the"national pavilion architectural image of Shanghai Expo"as the empirical case, which aim is to explore the core issues in visual communication through overall and separate case research.The overall case research start from the classification of national pavilion architectural image of Shanghai Expo. According to the style of architecture, national pavilion is classified to modern-geometric form, physical- biomimetic form, folk-attachment form, elevation-decorative form and environment-opened form. Through questionnaire survey and eye movement experiment, this part case research discussed what kind of architectural image can cause audience attention. Separate case research select China pavilion, United Kingdom pavilion and Japan pavilion to explore whether the intention of disseminator is consistent with the cognitive of audience. The former research focuses on the simulative function of audience attention made by image. The latter case research gives feedback of audience cognitive practice from the way of color and perception, symbol and function, personality and temperament. Two parts of case researches explore the attention behavior in visual communication from outside to inside and point out that the effect of communication is the results of a series of complex cognitive judgment, and involve many facets.Finally, this research gives some recommendations for the communication of national image to show the practical significance. In current communication environment, the spread of national image is not arrived all to nothing or up built overnight. It needs to across the mind and concept limit, and pay more attention to audience during the visual coding. We need to use attention effect actively, encourage innovation of symbol, and establish a communication awareness of cycle development to promote the transformation of China national image in competition perspective.