| Resarch or Intuition?
The whole work in media-research I did so far has given an impressive proof on the importance of serious analysis of type-picture-colour-and message interaction in design, layout and advertising. Studies based on mediapsychological features are essential for any kind of succesful communication. In a world of medial overstimulation it is crucial that graphic form and message are speaking the same language. If form and substance do not fuse the intended emotional reaction of the recipients will stay away and the communication will fail to succed.
therefore: intuition is good, research is better.
Mediapsychological research can be done in every field where the connotation or the atmosphere value of graphical elements and the message provided has to be measured seriously. The research-tools have been constructed for the testing and analysis of a wide range of media-activity, such as: printing (newspaper-design, book-design, billboards), advertising but also for audio-visual-media (film, internet). Mediapsychological research contains also the analysis and evaluation of social attitudes, image-constructs and the consumer-preferences of the recipient.
a) The emotional connotation of printing type. A study giving advice in finding the appropriate typeface. (see publications)
b) Interdependece and interaction of type, picture, colour and other graphic elements with the intended message.
c) Information-input and information-processing (mediapsychological study of learning, memory and emotional involvement)
what does modern media-psychology mean?
Mediapsychology is about to describe and explain human behavior, thinking and emotion in case of media-interaction and media-consumption. To that mediapsychology takes approaches in appliec psychology, social-and communicatiion psychology and also development-psychology and integrates a wide range of psychological knowledge into new tasks of investigation and theory. By this way mediapsychological exploration often gives strong arguments in controversial discussions on the impact of media-consumption. The impact of media has to be seen as a complex and sophisticated interaction and cannot be judged in black-and-white categories.
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|Mag. Christian Gutschi