Abstract
As immersive media continues to evolve as a dominant paradigm in digital design, understanding how motion graphics shape users’ emotional engagement and sensory perception has become a critical issue in visual communication research. This study examines the relationship between visual design elements in immersive motion graphics and users’ Kansei experiences, aiming to identify key attraction factors and their corresponding quality attributes. Grounded in the framework of Kansei Engineering, in-depth interviews were conducted using the Evaluation Grid Method (EGM), resulting in the identification of eight representative attraction factors. These factors were further analyzed using the Kano Model, Customer Satisfaction Coefficients (CS/DS), and regression analysis to classify their quality attributes. The results indicate that “Sense of Immersion,” “Visual Guidance,” “Spatial Extension,” and “Visual Effects” function as Attractive Quality attributes. In contrast, “Visual Motion Dynamics,” “Color Variation,” and “Visual Space” are categorized as One-Dimensional Quality attributes. “Graphical Composition” was classified as an In different Quality attribute. Subsequent exploratory factor analysis extracted four latent constructs— “Visual Orientation,” “Visual Dynamics,” “Immersive Space,” and “Graphical Composition”—from these factors. These findings provide an empirically grounded framework for understanding user preferences in immersive motion graphics and offer practical guidance for the design and development of future immersive visual experiences.
Keywords
Motion Graphics; Kansei Engineering; Evaluation Grid Method; Kano Model
DOI
https://doi.org/10.21606/iasdr.2025.938
Citation
Chen, H.,and Tsai, T.(2025) The Aesthetic Appeal of Visual Flow: A Kansei Engineering Study on Attractive Factors of Motion Graphics in an Immersive Environment, in Chang, C.-Y., and Hsu, Y. (eds.), IASDR 2025: Design Next, 02-05 December, Taiwan. https://doi.org/10.21606/iasdr.2025.938
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Track 3 - Design, Art & Technology
The Aesthetic Appeal of Visual Flow: A Kansei Engineering Study on Attractive Factors of Motion Graphics in an Immersive Environment
As immersive media continues to evolve as a dominant paradigm in digital design, understanding how motion graphics shape users’ emotional engagement and sensory perception has become a critical issue in visual communication research. This study examines the relationship between visual design elements in immersive motion graphics and users’ Kansei experiences, aiming to identify key attraction factors and their corresponding quality attributes. Grounded in the framework of Kansei Engineering, in-depth interviews were conducted using the Evaluation Grid Method (EGM), resulting in the identification of eight representative attraction factors. These factors were further analyzed using the Kano Model, Customer Satisfaction Coefficients (CS/DS), and regression analysis to classify their quality attributes. The results indicate that “Sense of Immersion,” “Visual Guidance,” “Spatial Extension,” and “Visual Effects” function as Attractive Quality attributes. In contrast, “Visual Motion Dynamics,” “Color Variation,” and “Visual Space” are categorized as One-Dimensional Quality attributes. “Graphical Composition” was classified as an In different Quality attribute. Subsequent exploratory factor analysis extracted four latent constructs— “Visual Orientation,” “Visual Dynamics,” “Immersive Space,” and “Graphical Composition”—from these factors. These findings provide an empirically grounded framework for understanding user preferences in immersive motion graphics and offer practical guidance for the design and development of future immersive visual experiences.