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Fashion Magazines: Design Implications of Focus and Perception Variance between Chinese and UK Females

Fashion Magazines: Design Implications of Focus and Perception Variance between Chinese and UK Females. S . Hu, S. R. Gulliver, M. Kyritsis, R. Stevens. Chinese Fashion. Fashion Magazine readers in China spend a high proportion of their income on fashion items.

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Fashion Magazines: Design Implications of Focus and Perception Variance between Chinese and UK Females

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  1. Fashion Magazines: Design Implications of Focus and Perception Variance between Chinese and UK Females S. Hu, S. R. Gulliver, M. Kyritsis, R. Stevens

  2. Chinese Fashion • Fashion Magazine readers in China spend a high proportion of their income on fashion items. Fashion magazines are primarily from US / UK / Japan.

  3. Questions • Do people from different cultures perceive fashion magazine content differently? • Does the dominance of Western designed magazines in China pose a cultural information mismatch?

  4. Buying Behaviour

  5. Individual Differences • Gender • Age • Income • Personality • Cognitive Style

  6. Social Norms

  7. Experimental Demography • 15 UK / 15 Chinese • Aged between 18 and 50 • All Chinese participants had excellent functional English language skills (i.e. above IELTS 6.5 with no area below 6.0). Participant personality information was collected using grouped sets of questions

  8. Questionnaire • Section 1: Collect Personal Information – Age, income, interest levels in fashion products… • Section 2: Fashion magazine selection /content. • Section 3: Fashion magazine design /format

  9. Experimental Material • Vogue – as Chinese vogue is known. • 10 pages - cover page, two content (textual) pages, editor’s letter, six pages of cover story. Similar layout!

  10. Eye-tracking

  11. British Consistently slower • Nationality has a significant effect on ‘total time spent on page’ {F (1, 296) = 3.889; p=.050}. Not as a result of one cultural dimension! Slow Fast

  12. Picture Focus • When content regions were characterised, view time changed across regions – with human pictures receiving longer viewing. Both Chinese and British females take a similar level of time on pictorial pages, however British females read more textual information. Is this due to language level, or is this a more generic cultural trend?

  13. Cognition Analysis

  14. Heat map

  15. Thinker / Feeler Hypothesis Nationality was found to have a significant effect on participant base personality type (thinking/feeling) {F (1, 28) = 4.268; p=.048}. Feeler – context (Holistic) Thinker – focus (Analytical) Gramling, Carolyn. (2005) what are you looking at? - Science.

  16. Implications • British females spend longer viewing textual contentin fashion magazines – language? • British focus on the focal object. Chinese focus on the content. Design Mismatch ???

  17. Further Work • Increase sample size. • Investigate impact of language. • Increase country scope. • Investigate online usage!

  18. Questions • Dr Stephen R. Gulliver • Email - S.R.Gulliver@henley.reading.ac.uk Stephen Gulliver 18

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