Moderate Contrast in the Evaluation of Paintings Is Liked More but Remembered Less than High Contrast

Dijkstra, Katinka; Dongen, Noah N. N. van

doi:10.3389/fpsyg.2017.01507

Cited by 9 publications

(9 citation statements)

References 19 publications

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“…However, one study in which subjects rated the pleasantness of printed image reproductions found that photographs with enhanced image contrast were rated as more pleasing (Pedersen et al, 2010). Also, higher contrast reproductions are better liked than the original paintings (Dijkstra and van Dongen, 2017;van Dongen and Zijlmans, 2017). Similarly, liking of photographs decreased as image contrast was reduced (Tinio et al, 2011).…”

Section: Consumer Liking and Contrastmentioning

confidence: 96%

“…Local image contrast involves the difference in brightness between each pixel (or dot) location and the neighboring locations. Global image contrast is the difference between light and dark areas, or the distribution of intensity levels of luminance, throughout the entire image (Dijkstra and van Dongen, 2017; Ortiz-Jaramillo et al , 2018; Pedersen et al , 2010; Simone, 2016). Given the current research’s focus on entire images appearing in social media marketing, the current study will examine effects of global image contrast.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Perfect social media image posts: symmetry and contrast influence consumer response

Kostyk

Huhmann

2021

EJM

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Purpose Two studies investigate how different structural properties of images – symmetry (vertical and horizontal) and image contrast – affect social media marketing outcomes of consumer liking and engagement. Design/methodology/approach In Study 1’s experiment, 361 participants responded to social media marketing images that varied in vertical or horizontal symmetry and level of image contrast. Study 2 analyzes field data on 610 Instagram posts. Findings Study 1 demonstrates that vertical or horizontal symmetry and high image contrast increase consumer liking of social media marketing images, and that processing fluency and aesthetic response mediate these relationships. Study 2 reveals that symmetry and high image contrast improve consumer engagement on social media (number of “likes” and comments). Research limitations/implications These studies extend theory regarding processing fluency’s and aesthetic response’s roles in consumer outcomes within social media marketing. Image posts’ structural properties affect processing fluency and aesthetic response without altering brand information or advertising content. Practical implications Because consumer liking of marketing communications (e.g. social media posts) predicts persuasion and sales, results should help marketers design more effective posts and achieve brand-building and behavioral objectives. Based on the results, marketers are urged to consider the processing fluency and aesthetic response associated with any image developed for social media marketing. Originality/value Addressing the lack of empirical investigations in the existing literature, the reported studies demonstrate that effects of symmetry and image contrast in generating liking are driven by processing fluency and aesthetic response. Additionally, these studies establish novel effects of images’ structural properties on consumer engagement with brand-based social media marketing communications.

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Section: Consumer Liking and Contrastmentioning

confidence: 96%

Section: Theoretical Backgroundmentioning

confidence: 99%

Perfect social media image posts: symmetry and contrast influence consumer response

Kostyk

Huhmann

2021

EJM

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“…One possible explanation is that AOI 2 contains high bright-dark contrasts and therefore is easier to memorize. A study by Dijkstra and van Dongen (2017) found that abstract paintings, when manipulated with high contrasts, were better stored in the memory. Paintings that were manipulated with a moderate contrast revealed the highest appreciation.…”

Section: Discussionmentioning

confidence: 99%

Creation Processes of Professional Artists and Art Students in Sculpting

Puppe

Jossberger

Gruber

2020

Empirical Studies of the Arts

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In some creative domains, it is easy to make performance visible. For example, musician can be observed while they perform. In other domains, such as sculpting, less is known about the creation process. The objective of the present study was to analyze how professional artists and students in sculpting differ in their perception and in their creation processes as well as how perception and creation processes are related to each other. Ten experts, 10 intermediates, and 10 novices participated. First, participants’ eye movements while looking at a stimulus were recorded with a remote eye-tracker. Second, they explained which elements of the stimulus were of particular interest for creating a sculpture. Third, they had to create their own sculpture. Finally, questions were asked about their creation processes. The results showed differences between the three groups regarding the start-up period, use of the stimulus, working process, reflection of problems, and final sculptures.

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“…The oddball paradigm is often used in the investigation of ERP components due to its success in evoking robust and reliable markers of cognitive function, particularly the P300 component 34 . In addition, because the level of attraction can cause people's emotional changes, the oddball paradigm was utilized in order to identify differences in neural responses between attractive and unattractive 35 . N2 refers to the negative ERP component appearing between about 200 and 300 ms after stimulus onset.…”

Section: Introductionmentioning

confidence: 99%

Aesthetic study of patterns based on event‐related potential and eye‐tracking: Taking the decorative patterns of the Tang dynasty as an example

Zhang

2020

J Soc Info Display

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The decorative patterns of Tang dynasty (DPTD) combine Chinese and western styles, providing inspirations to designers. The main purpose of the study is to summarize aesthetic cognition for DPTD and improve modern Tang style products design, thus introducing new materials and ideas to modern products design. The event‐related potential (ERP) and eye‐tracking were mainly used to study DPTD, exploring early reactions of brain nerves in the process of aesthetic cognition of DPTD, and analyze people's aesthetic process during tests. The results showed that attractive DPTDs attracted more fixation counts and longer second fixation time than those of unattractive DPTDs. When watching attractive DPTDs, pupil sizes of subjects were significantly smaller than those of unattractive DPTDs. In addition, attractive DPTDs induced larger amplitude of P300 than unattractive. N2 was strongly activated in the parietal and occipital areas, whereas P300 was strongly activated in the prefrontal to parietal areas. At the same time, this study found that in the process of people's aesthetic appreciation, attractive DPTDs would make people have a pleasant subjective feeling. This study adopts the method of combining ERP with eye‐tracking and provides a new method and design idea to guide the design of modern Tang‐style products.

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Moderate Contrast in the Evaluation of Paintings Is Liked More but Remembered Less than High Contrast

Cited by 9 publications

References 19 publications

Perfect social media image posts: symmetry and contrast influence consumer response

Perfect social media image posts: symmetry and contrast influence consumer response

Creation Processes of Professional Artists and Art Students in Sculpting

Aesthetic study of patterns based on event‐related potential and eye‐tracking: Taking the decorative patterns of the Tang dynasty as an example

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