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The Multiple Index Approach for the Evaluation of Tourism and Recreation Related Pictograms  

Kim Jeong-Min (Division of Tourism, Sangji University)
Yoo Ki-Joon (Division of Tourism, Sangji University)
Publication Information
Korean Journal of Environment and Ecology / v.20, no.3, 2006 , pp. 319-330 More about this Journal
Abstract
It is imperative that pictograms as pictorial information be empirically tested in order to establish whether the users do indeed associate the appropriate referent in an actual usage situation. The experiment employing the Multiple Index Approach was conducted in a class room with 64 subjects to evaluate tourism and recreation related pictograms. Performance data(hit rate, false alarm and missing value) of 25 pictograms were collected and the average hit rate as a prime index of pictogram associativeness was 65.82%. The matrix analysis showed 14 pictograms were high in subjective certainty and subjective suitability. The other 11, which were low in both criteria may require prior learning or improvement of the pictogram designs to represent their meanings more distinctively.
Keywords
PICTORIAL INFORMATION; ASSOCIATIVENESS; REFERENT; SUBJECTIVE CERTAINTY; SUBJECTIVE SUITABILITY; MATRIX;
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