The Effect of Animation Location and Timing on Visual Search Performance and Memory

Abstract

The current study investigated the effects of animation location and timing on visual search speed and accuracy and their effects on memory about the animated strings. Visual search accuracy was measured using the sensitivity measurement d' in signal detection theory (SDT) model. Results showed that black-and-white animations had no significant effect on visual search and color animations slowed down the search significantly but had no significant effect on search accuracy. The size of the effect that an animation had on the search speed did not depend on its location or timing. Nor did the ability to recognize the animated string or the preference judgment about the animated string depend on its location and timing. Animated strings were rated more preferable than new strings even in the absence of explicit memory about the animated strings.