Graphic design factors that affect attraction and comprehension of information: a case of conference poster conveying academic content

Abstract

The present study aims to examine individual factors that cause difference in perceptions of academic contents presented in conference posters and graphic design factors that affect attraction and comprehension of academic information. Both graphic desing factors and individual factors were tested to draw a set of guideline for appropriate poster and to propose fonmns of conference posters that can attract viewers and convey academic content. Data were collected from the Thailand Research Symposium Expo 2010 hosted by the National Research committee. A team of research assistant had observed behaviors of 197 samples and 45 posters. Results showed 14 communicative factors and graphical design attributes that affect affraction-informal text tvpe, formal text type, black tect on color background, color text on white background, transparent text, density of content, one-column format, large picturt, color picture, graphic picture, line graph, diagram, text below picture, and light color background. The research also found that communicative factors and graphic design caused caused certain behavior the sample group. These results could provide useful guideline for future academic poster designs.