The effects of the anthropological race, gender and location of verbal-pictorial stimuli on the usability of visual information conveyance

Abstract

The usability of information conveyance is influenced by various factors. It has already been confirmed that verbal stimuli to be more effective should be presented on the right-hand side while non-verbal stimuli on the left-hand side. The aim of this paper is to analyze the impact of three factors: the race, gender and location of the human model picture in relation to a text on people’s perception of visual information promoting social campaign for tolerance. A total of 31 students from the Wrocław Academy of Art and Design took part in this study. Participants were shown a series of visual banners containing a picture of a human along with the campaign slogan. The subjective evaluation of experimental conditions was conducted by the AHP method involving pairwise comparisons. The obtained results revealed significant effects of the race, gender and the interaction between them.