ERIC Number: ED193734
Record Type: RIE
Publication Date: 1980-Aug
Reference Count: 0
Asymmetry of the Visual Field: Perception, Retention and Preference of Still Images.
Visual field theory was examined insofar as television viewers' perception, retention, and preference for still visual images were concerned. The purpose of the experimental investigation was to determine whether the specific shapes, colors, and placement of visuals within a picture frame affected viewers' abilities to perceive, describe, and retain them and whether or not such an asymmetrical composition was preferred. Four tests were prepared and administered to a total of 47 randomly selected college students in basic communication classes. It was found that the viewers' ability to perceive and readily describe certain visuals within the left or right side of the visual field was greatly dependent on the shapes and colors of such visuals. The retention and recall of visuals was more accurate when the visuals were unique in their shapes, outstanding in their colors, and probably when placed within the left visual field. The viewers' preferences for the total compositional structure of still images was affected by the asymmetrical placement of the visual elements on the left-hand side of the visual field. (Author/RL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Response
Note: Paper presented at the Annual International Conference on Experimental TV Research (St. John's, Canada, August 1980).