The Research Of Attention Flow In Film Posters

The flourishing development of the film industry has brought fierce competition in the film market.And film posters,as the basic way of film propaganda,play an indispensable role in attracting viewers to create box office.According to literature on the design and marketing of film posters as well as the theory of attention economy and attention management,we study how to make the layout design and visual flow design of the movie poster more effective to attract and guide the viewer's attention distribution and attention flow to achieve better publicity of the film under the premise that the film poster can clearly convey the information.Using eye movement experiments to record and analyze the visual attention flow process and eye movement data of viewers in film posters,we analyze the visual browsing rules of vertical and horizontal film posters through the four eye movement indicators including Fixation Count,Fixation Duration,Visit Count and AOI Coding.It is found that the vertical film posters can get more attention from the viewers than the horizontal film posters,and the area of People Image under the horizontal design is the core area that the viewers pay attention to.In addition,we summarize the viewers' attention flow in film posters,and find that the attention flow of the viewers in the vertical and horizontal movie posters exists the consistent path:People Image(P)? Film Name(N)? Release Date(D)/Staff Information(?).Based on the research conclusions,we make suggestions for the production and promotion of film posters,which provide reference for the attention management and attention marketing of enterprises.Moreover,It is of great significance to enrich and improve the theoretical system of design and marketing of film posters and visual flow.