本研究以「圖像文字設計」為主題，進行「事件相關腦電位（ERP）」、「情緒維度」與「創造力」之關係研究。研究目的：(1)透過收集圖像文字設計樣本，了解其「圖字意義聯結性」與「結構完整性」兩設計特徵。(2)透過腦波實驗，研究設計特徵對觀者ERP振幅的影響。(3)透過問卷實驗，研究設計特徵對觀者「情緒維度」及「創造力」的影響。(4)綜合探討設計特徵影響之「情緒維度」與「創造力」的關係。(5)綜合探討觀者「ERP」與「情緒維度」的關係。
研究發現：
(1)經文獻探討與設計特徵分析，圖像文字設計之圖字意義聯結性可以分成「高度聯結、中度聯結、低度聯結」；結構完整性可分成「筆劃、輪廓、部件」。其中「高度聯結」與「筆劃」在特徵中數量為做多，兩者的搭配亦是如此；「中度聯結」搭配「輪廓」數量最少。

(2)認知腦波實驗結果：「圖字意義聯結性」對於觀者在「情緒（P200與P300）與記憶（SW）」波段，圖字意義聯結性越高，引起之ERP振幅越大。「結構完整性」對於觀者在「注意（N100）」波段，筆劃（完整性低）與部件（完整性高）的結構完整性影響最大；在「情緒（P300）」波段時，完整性越高，引起之ERP振幅越大。觀者在「記憶（SW）」階段時，「圖字意義聯結性與結構完整性」在大腦位置「中央」電極產生的活化作用大於「左腦與右腦」電極，大腦處理視覺訊息沒有產生偏側效應。觀者在「情緒（P200、N200、P300）與記憶（SW）」階段時，隨著認知過程時間遞進，大腦活化的情形為由「額葉」電極轉移至「頂葉」電極。

(3)認知問卷調查結果：兩設計特徵中，圖字意義聯結性中度與結構完整性中度，引起之情緒越正效價；圖字意義聯結性越高，引起之情緒越高喚起。而圖字意義聯結性中度（含）以下，感受之創造力越高；結構完整性中度（含）以上，感受之創造力越高。情緒維度（效價、喚起）與創造力的關係為「正相關」。

(4)比較「ERP實驗」與「情緒維度實驗」結果發現：觀者ERP振幅與「情緒效價」關係為：在「圖字意義聯結性」的條件下，ERP振幅越大，則情緒越負效價；在「結構完整性」的條件下，ERP振幅越大，則情緒越負效價。觀者ERP振幅與「情緒喚起」關係為：在「圖字意義聯結性」的條件下，ERP振幅越大，則情緒越高喚起；在「結構完整性」的條件下，則無顯著差異。ERP振幅與「情緒效價」的關係為「負相關」；ERP振幅與「情緒喚起」關係部分成立，在圖字意義聯結性下為「正相關」。

This study focuses on “pictorial character design” and explores its relationship with “event-related potential (ERP)”, “emotion dimensions” and “creativity”. The purposes of this study are: (1) to find out the design features of “word-picture linkage” and “structural integrity” by collecting samples of pictorial characters; (2) to investigate the influence of the two design features on the viewer’s ERP amplitude through brainwave experiment; (3) to explore the influence of the two design features on the viewer’s “emotion dimensions” and “creativity” by questionnaire survey; (4) to investigate into the relations between “emotion dimensions” and “creativity”; (5) to investigate into the relations between the viewer’s “ERP” and “emotion dimensions”.

We have the following findings based on the research results:
1.According to the contents in literature review and analysis of design features, word-picture linkage can be divided into “high, medium, and low linkage”, and structural integrity into “stroke, outline, and stroke-pattern”. Among them, “high linkage” and “stroke” are both in the majority, and so is their combination. In contrast, “medium linkage” with “outline” is in the minority.
2.The result of brainwave experiment shows that for viewers in “emotion (P200, P300) and memory (SW)” component, the higher the word-picture linkage, the greater the evoked ERP amplitude will be. In terms of structural integrity, for viewers in “attention (N100)” component, stroke (low integrity) and stroke-pattern (high integrity) have greatest influence on structural integrity; in “emotion (P300)” component, the higher the integrity, the greater the evoked ERP amplitude will be. For viewers in “memory (SW)” component, word-picture linkage and structural integrity produce greater activation in central brain than in left and right brain — no lateralization effects occur when the brain is processing visual messages. For viewers in “emotion (P200, N200, P300) and memory (SW)” component, activation in the brain goes from frontal lobe to parietal lobe with the passage of time in cognition.
3.The result of cognition survey shows that for the two design features, medium word-picture linkage and structural integrity evoked more positive valence; the higher the word-picture linkage, the higher arousal in emotion will be evoked. Perceived creativity will become higher once word-picture linkage is medium and below, and structural integrity is medium and above. Emotion dimensions (valence and arousal) are positively correlated to creativity.
4.A comparison of “ERP experiment” and “emotion dimensions” shows that in terms of “word-picture linkage”, the greater the ERP amplitude, the more negative valence will occur in emotion dimension; in terms of “structural integrity”, the greater the ERP amplitude, the more negative valence will occur in emotion dimension. As for the relationship between viewers’ ERP amplitude and “emotion arousal”, in terms of “word-picture linkage”, the greater the ERP amplitude, the higher arousal will occur in emotion dimension; in terms of “structural integrity”, no significant difference will be made. “ERP amplitude” is negatively correlated to “emotional valence”; the relation of “ERP amplitude” with “emotion arousal” is partially valid, and they are “positively correlated” in terms of word-picture linkage.

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