Medición de la eficacia en los signos visuales
Keywords:
Perception, Visual Signs, EfficiencyAbstract
The first hypotheses from an on-going empirical research project are presented. The aim of this project was to determine the formal variables responsible for the legibility and impact of visual signs, that is the variables responsible for their efficiency. The preparatory work undertaken for this project, and the pilot study conducted to determine the behaviour and control of certain extraneous variables, led us to examine a series of prior theoretical and methodological problems. We were thus able to show that it is necessary to redefine the function of some of the commonly used indicators of impact: while the frequency of recall would seem to be an accurate indicator of just that, the order of recall would in fact appear to be an indicator of legibility. We also hypothesise that legibility has less weight than was previously supposed in determining efficiency, and that it might be the case that, as far as trademarks are concerned, there is a wide formal margin (within certain basic limits), which allows a minimally acceptable level of efficiency. It is the context that takes responsibility for the rest of the work. It is for this reason that we highlight a variable that we call «iconicibility» as a determining factor of efficiency - a variable that affects sign types in different ways.
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