介紹兩個眼動研究,並討論視覺傳達的限制。

視覺設計、動態效果在網站中、生活中有它的不可或缺性,它可以更好地掠奪使用者的注意力、讓使用者更容易消化繁雜資訊、協助企業建立品牌形象、也容易獲得大眾更多的喜愛。

但網路上的文章全是在說明視覺傳達所帶來的好處,卻鮮少提及它的限制。所以,此篇文章將介紹兩個眼動研究,來討論視覺傳達的限制。

圖片對廣告文宣的負面影響?

James Breeze 在 2009 年用眼動儀做了一個很有趣的廣告研究,該研究請受試者執行一個簡單的任務:觀看兩個相同的尿布廣告,唯一的不同是嬰兒的圖片。試著思考一下,你比較喜歡哪張廣告文宣呢?你覺得哪一個廣告文宣最能促使受試者購買該尿布呢?

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The secret to achieving financial goals and ideal space

In a society where capitalist consumption reigns, merchants always develop a dazzling array of products, hoping that consumers will purchase more and spend more. However, after attempting a minimalist lifestyle, I discovered that every item I have bought poses a large burden on my financial goals or ideal space.

In this article, I will share some insights I have gained in the process of combatting consumerism and pursuing personal financial goals and ideal space.

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Photo by James Hollingworth on Unsplash

Three secrets to achieving financial goals

(1) Saving money requires setting goals

I have been working for several years now. Because I am only required to pay for my own living expenses and don’t even need to pay…


實現財務目標及理想空間的秘訣

資本主義消費至上的社會中,商人總創造琳瑯滿目的商品與節日,希望消費者買越多、花越多越好。但在嘗試極簡生活後,我發現每買一樣物品,對「財務目標」或「理想空間」都是一大負擔。

在這篇文章中,我將分享自己在對抗消費主義,追尋個人「財務目標」以及「理想空間」的過程中,所領悟的一些心法。

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Photo by James Hollingworth on Unsplash

對抗消費主義—實現財務目標的三個秘訣

(1) 存錢一定要有目標

我跟我身邊的朋友們都開始工作一陣子了,但因我們只需要負擔自己一個人的生活支出,也不需要付房租,所以其實都過得蠻優渥的,只要戶頭裡還有盈餘,想吃大餐、買新衣服、換新手機,甚至是上萬元的名牌包都不是問題,即便不是大富大貴,生活也算是無憂無慮。

我後來才明白,我們之所以那樣花錢是因為我們存錢完全沒有目標,如果我們有一個明確的存款目標,例如一桶金、買房基金等,我們就會知道一個上萬元的名牌包會讓自己離財務目標有多遙遠。

而且,人只有知道自己在追尋什麼夢想,才能忍受其路途中的不舒服。
所以,存錢一定要有目標!


This article will apply persuasive technology concepts to analyze the common pitfalls of corporate core values and propose solutions.

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Image from y scouts

Recently, our company wanted to redefine its “corporate core value.” Since this rebranding of core values can greatly affect the company’s environment and culture, many employees, including myself, are curious to see the results. What kind of corporate core values can inspire employees to voluntary comply? Why are the core values of most companies regarded only as slogans?

What are a company’s core values?

Core values are the fundamental beliefs of an organization that serve as guiding principles that can dictate behavior and help people understand the difference between right and wrong.

For employees, the most relevant factor is their “performance appraisal” because the employees’ performance…


以「說服式設計」來解析企業核心價值的通病,並提出解決方案。

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Image by y scouts

工作一陣子後,我深刻體悟到一家公司裡面,「環境」比「人」重要,「人」又比「事情」重要。所以,基層員工處理事情、中階主管處理人、高階主管掌管公司的環境及未來。

最近我們公司要更換「企業核心價值」,這種大幅度影響公司環境、文化的事,每位員工都拭目以待,並也引起了我的好奇心,到底什麼樣的企業核心價值能讓員工自動自發地遵守?為什麼大部分公司的核心價值會淪為口號?

企業核心價值是什麼?

企業的核心價值是一種準則,決定組織中哪些事情是重要的,在思考時怎麼判斷對錯,該堅守哪些底線,哪些信念應該奉行不悖。

對員工來說,最息息相關應該就是「考績」。因為員工的考績常常是以企業核心價值為向度來評估。公司並常以此來強迫員工背誦及遵守企業核心價值,但,有什麼辦法可以讓員工不知不覺地遵守企業核心價值觀呢?於是,我想到了「說服式設計(Persuasive Design)」。

說服式設計是什麼?

說服式設計意指,透過產品或服務的設計,使人類不知不覺地做出行為改變。使其聲名大噪的原因是,這技術是讓不少人網路成癮的幕後推手,乃從手機遊戲到社交網路無不在使用的一個心理學祕密武器。

這個模型由史丹佛教授、行為科學家 BJ Fogg 提出,改變人類行為需要讓人擁有 實行這個行為的能力(Ability)足夠的動機(Motivation),更重要的是需要 施行這個行為的吸引因素(Trigger)。本文將以此來探討企業核心價值常常淪為口號、無法深植員工心中的原因。


This article will highlight two eye-tracking studies that discuss some limitations of visual communication.

The Importance of Visual Communication

Visual communication is an important marketing element of any website for several reasons: (1) visuals attract more attention than words, (2) visuals can inspire the website’s atmosphere and influence the user’s mood, (3) visuals can improve users’ navigational ease, (4) and visuals are more aesthetically pleasing than plain text content. However, while visual communication is important, it also has limitations.

Attractive Versus Intentional Visuals

James Breeze conducted an advertising study in 2009 utilizing an eye tracker. The study requested that participants review two identically worded diaper advertisements, each with a different picture of the same infant. He used an eye tracker to analyze user…


此篇文章將以1828王老吉涼水舖app為例,介紹Apple所制定的Human Interface Guidelines(HIG)。

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這幾天在看Apple所制定的Human Interface Guidelines(HIG),並順手整理了一下1828王老吉涼水舖這款app目前設計上的缺失,希望能藉由這個範例的解說,讓大家更了解使用者經驗(UX)與Apple所做的HIG設計指南,就跟著我一起學習其中的精神吧!

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Yu-Ching Lin

UX thinker and practitioner.

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