THE EFFECT OF CONTEXTUALIZED VS. DECONTEXTUALIZED ILLUSTRATIONS ON ATTENTION ALLOCATION AND CREATIVE TRANSFER IN ENERGY-SAVING COMMUNICATION

Zhe Liang; Lei Zha

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THE EFFECT OF CONTEXTUALIZED VS. DECONTEXTUALIZED ILLUSTRATIONS ON ATTENTION ALLOCATION AND CREATIVE TRANSFER IN ENERGY-SAVING COMMUNICATION

Title	THE EFFECT OF CONTEXTUALIZED VS. DECONTEXTUALIZED ILLUSTRATIONS ON ATTENTION ALLOCATION AND CREATIVE TRANSFER IN ENERGY-SAVING COMMUNICATION
Publication Type	Journal Article
Year of Publication	2025
Authors	Liang, Z, Zha, L
Journal	Journal of Baltic Science Education
Volume	24
Issue	6
Start Page	1189-1207
Pagination	continuous
Date Published	December/2025
Type of Article	Original article
ISSN	1648-3898
Other Numbers	E-ISSN 2538-7138
Keywords	contextualized illustration, energy-saving communication, environmental attitude, eye tracking, information transfer
Abstract	Effective dissemination of energy-saving information is vital for fostering environmental awareness and behavioral change. This study explored how diagram type and individual environmental attitudes shape attention allocation, text processing, and information transfer. A mixed-methods experiment was conducted with 60 design students, who viewed two types of explanatory diagrams—Contextualized Application Illustrations (CAI) and Decontextualized Technical Illustrations (DTI)—while their eye movements were recorded. Participants then created hand-drawn posters and completed semi-structured interviews. Results showed that CAI captured attention more quickly than DTI, as indicated by shorter time to first fixation, regardless of environmental attitude. A significant interaction effect emerged for fixation time: high-attitude participants focused less on CAI images but engaged more deeply with accompanying text, whereas low-attitude participants devoted more attention to CAI images but less to text. Poster analyses revealed a strong preference for CAI as a creative reference, with participants integrating contextual cues into their designs. Interviews further confirmed that CAI’s real-life scenarios enhanced intuitive comprehension and stimulated scenario-based creative expression. Overall, contextualized visual design proved effective in attracting attention, supporting deeper cognitive processing among high-involvement viewers, and facilitating the transfer of environmental information into new expressive formats.
URL	https://journals.indexcopernicus.com/search/article?articleId=4713342
DOI	10.33225/jbse/25.24.1189
Refereed Designation	Refereed
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