Presentation 2016-01-29
Effects of anti-harmonization between word's semantic and typography
Kozue Miyashiro, Shin-ichiro Kosugi, Etsuko T. Harada,
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Abstract(in Japanese) (See Japanese page)
Abstract(in English) A cognitive psychological experiment with eye movement analysis was executed for investigating effects of harmonized/anti-harmonized typographies with words’ semantics on visual word processing. At a trial in the experiment, a word was presented auditory and then two words were presented visually on right and left on the display, while participants were required to identify the word which they heard (i.e. target) as fast as possible. The words were presented with either of two Japanese typographies which are popular but characteristic; Pop- and Koin-fonts. Because those typographies have strong connotative meanings of cheerful (Pop-font) or eerie (Koin-font), words were experimentally manipulated to be as harmonized, anti-harmonized, or neutral, based on words’ semantic to typographical connotations. Participants’ eye movements were analyzed and showed that participants gazed the distractor longer than the target only when the distractor was anti-harmonized and the target was neutral. The results were interpreted that the anti-harmonized typography impaired perceptual fluency then prolonged participants’ decision that the word is NOT the target.
Keyword(in Japanese) (See Japanese page)
Keyword(in English) Anti-harmonization effects / visual language / typography / he processing of Kansei information
Paper # TL2015-58
Date of Issue 2016-01-22 (TL)

Conference Information
Committee TL
Conference Date 2016/1/29(2days)
Place (in Japanese) (See Japanese page)
Place (in English) Meiji University (Academy Common)
Topics (in Japanese) (See Japanese page)
Topics (in English) Art Thinking / Design Thinking, Thought and Language, etc.
Chair Tadahisa Kondo(Kogakuin Univ.)
Vice Chair Chiaki Kubomura(Yamano College of Aesthetics) / Masami Suzuki(KDDI R&D Labs.)
Secretary Chiaki Kubomura(Univ. of Tsukuba) / Masami Suzuki(Kyorin Univ.)
Assistant Eiji Tomida(Ehime Univ.) / Yasushi Tsubota(Kyoto Univ.)

Paper Information
Registration To Technical Committee on Thought and Language
Language JPN
Title (in Japanese) (See Japanese page)
Sub Title (in Japanese) (See Japanese page)
Title (in English) Effects of anti-harmonization between word's semantic and typography
Sub Title (in English) An investigation using the visual world paradigm
Keyword(1) Anti-harmonization effects
Keyword(2) visual language
Keyword(3) typography
Keyword(4) he processing of Kansei information
1st Author's Name Kozue Miyashiro
1st Author's Affiliation University of Tsukuba(Univ. of Tsukuba)
2nd Author's Name Shin-ichiro Kosugi
2nd Author's Affiliation University of Tsukuba(Univ. of Tsukuba)
3rd Author's Name Etsuko T. Harada
3rd Author's Affiliation University of Tsukuba(Univ. of Tsukuba)
Date 2016-01-29
Paper # TL2015-58
Volume (vol) vol.115
Number (no) TL-441
Page pp.pp.19-24(TL),
#Pages 6
Date of Issue 2016-01-22 (TL)