Influence of layouts on visual impression: Comparing 12 flyer layout patterns

The purpose of this study was twofold. First, extent of the influence of flyer layouts on user impressions was investigated. Data were collected from 425 non-designers. The participants, consisting of eight groups of men and women between the ages of 20 and 50, were shown 60 flyers (12 layouts × five other design features) of a piano concert on a computer screen. The percentage of layout contribution to user impression, estimated by the ranges of category scores, was under 20%. This result indicates that layouts have a relatively small influence on impressions. Second, using dual scaling, layouts which had an influence on the variety of impressions was confirmed. The analysis produced X/Y dimensions where the first dimension (X-axis) indicated “formal-casual” and the second dimension (Y-axis) indicated “powerful-delicate.” It was suggested that the degree of alignment enhanced a formal impression, while the degree of symmetry enhanced a powerful impression.   Key words: Layout, flyer, user impression, document design.