Abstract
The visual design elements and principles (VDEPs) can trigger behavioural changes and emotions in the viewer, but their effects on brain activity are not clearly understood. In this paper, we explore the relationships between brain activity and colour (cold/warm), light (dark/bright), movement (fast/slow), and balance (symmetrical/asymmetrical) VDEPs. We used the public DEAP dataset with the electroencephalogram signals of 32 participants recorded while watching music videos. The characteristic VDEPs for each second of the videos were manually tagged for by a team of two visual communication experts. Results show that variations in the light/value, rhythm/movement, and balance in the music video sequences produce a statistically significant effect over the mean absolute power of the Delta, Theta, Alpha, Beta, and Gamma EEG bands (p < 0.05). Furthermore, we trained a Convolutional Neural Network that successfully predicts the VDEP of a video fragment solely by the EEG signal of the viewer with an accuracy ranging from 0.7447 for Colour VDEP to 0.9685 for Movement VDEP. Our work shows evidence that VDEPs affect brain activity in a variety of distinguishable ways and that a deep learning classifier can infer visual VDEP properties of the videos from EEG activity.
Highlights
Visual communication design is the process of creating visually engaging content for the creative industries, to communicate specific messages and persuade in a way that eases the comprehension of the message and ensures a lasting impression on its recipient.the main objective of visual communication design as a discipline, is the creation of visually attractive content that impacts the target audience through persuasion, the stimulation of emotions and the generation of sentiments
There is no consensus on how many visual design elements and principles (VDEPs) there are, some of these design reference values have been thoroughly studied for centuries and are considered the basis of modern graphic design [2]
We conducted Mann-Whitney U Test to examine the differences on each of the mean power measurements according to the examine on criteria, each of e.g., the mean power measurements according to categories related to the eachdifferences of the VDEP
Summary
The main objective of visual communication design as a discipline, is the creation of visually attractive content that impacts the target audience through persuasion, the stimulation of emotions and the generation of sentiments. This objective is achieved through conscious manipulation of the inherent elements and principles, such as shape, texture, direction harmony, and colour that make up the designed product [1]. There is no consensus on how many visual design elements and principles (VDEPs) there are, some of these design reference values have been thoroughly studied for centuries and are considered the basis of modern graphic design [2].
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