Perception of printed special effects

Janne Laine, Tapio Leppänen, Olli Nurmi

    Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

    Abstract

    Psychometric experiments were carried out in order to increase the understanding of how special effects influence the consumer perception of printed products. Seven different contents ranging from advertisements to covers of packages and annual reports were chosen and different special effect versions of each were created. The following types of special effects were used: metallic inks, selective gloss or pearlescent varnishing, and scented varnish. Conventional CMYK samples without special effects were also included in the sample set for reference. A total of 49 observers participated in the subjective assessment of the special effect print samples. An assessment session with a single observer consisted of a number of different assessment tasks and lasted for approximately 1.5 hours. Especially the gloss and pearlescent varnish effects were seen to increase the effectiveness of a printed product in attracting the viewers’ attention, compared to samples with no special effects. In some cases a significant improvement in the preference assessments was also achieved with the use special effects, particularly the two varnish effects mentioned above. Principal component analysis (PCA) was applied to distil from the large data set of subjective assessments (50 attributes of 12 print samples assessed by 49 observers, for a total of 29400 observations) the essential perceptual shifts caused by the printed special effects. The first two principal components explained the majority of perceived differences between the special effect print samples, and were interpreted to correspond to perceptual dimensions that were termed Noteworthiness and Aesthetic Value
    Original languageEnglish
    Title of host publicationProceedings of the 36th International Research Conference of IARIGAI
    Subtitle of host publicationAdvances in printing and media technology
    EditorsNils Enlund
    Place of PublicationDarmstadt, Germany
    PublisherIARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries
    Pages91-97
    ISBN (Print)978-3-9812704-1-0
    Publication statusPublished - 2009
    MoE publication typeA4 Article in a conference publication
    Event36th International Research Conference of IARIGAI: Advances in printing and media technology - Stockholm, Sweden
    Duration: 13 Sep 200916 Sep 2009

    Conference

    Conference36th International Research Conference of IARIGAI
    CountrySweden
    CityStockholm
    Period13/09/0916/09/09

    Keywords

    • special effects
    • printing
    • perception, user experience
    • psychometry

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