Abstract
The arrangement of Chinese characters has a significant impact on the visual effect and information dissemination in graphic design. In traditional Chinese layout, vertical arrangement of characters is predominant, but in recent times, there has been a gradual transition towards horizontal arrangement. To compare the influence of different character arrangement forms on visual meaning generation and information dissemination, This study employed an eye-tracking experiment to investigate two common Chinese character layouts in posters—horizontal and vertical, and collected data such as eye-tracking heatmap, pupil diameter and eye-tracking trajectory map. Based on objective eye-tracking data, combined with post-test interviews and questionnaire surveys, it was found that vertical character arrangement in Chinese typography is more effective in attracting visual attention and facilitating the expression and stimulating interest in viewing/reading under the premise of meeting formal requirements, which may provide guidance and inspiration for the practical application of Chinese characters in layout design, advertising design, packaging design, exhibition design, UI design, and other related fields.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
