| Summary: | 碩士 === 國立臺灣師範大學 === 設計研究所 === 97 === This research used CoolCARDs as stimuli to understand aesthetic responses of adolescents and adults. A 2(generations) × 2(complexity) × 2(dynamics) experiment design was adopted. The participants’ preference and aesthetics were measured. The results indicated: 1. Most popular graphic design fell on medium-low dynamics and complexity, whereas extremely high dynamics, extremely high complexity and extremely low complexity were rarely found. 2. There was a significant difference between adolescents and adults on preference and aesthetics 3. Two generations had similar aesthetics and both preferred low dynamic CoolCARDs. Besides, the adults valued low dynamics whereas the adolescents tended to accept high dynamics 4. Many participants had the feeling of “vividness, liveliness, nimbleness, and agility” from low dynamic CoolCARDs. Adults and adolescents had the feeling of “chaos, triviality, complication and crowd” from high dynamic CoolCARDs”; and that of “simplicity, purity, easiness and clarity” from low complex CoolCARDs; and that of “chaos, triviality, complication and crowd” from high complex CoolCARDs.” 5. Relevance to preference and aesthetics from adults was closer than adolescents
Keywords: generation, preference, aesthetics, graphic design, dynamics, complexity
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