Experimental Study of Impression and Psychophysiological Evaluation in the Identification of Design: Focus on the Difference in the Expression of Illustrations

The purpose of this experimental study is to elucidate how is the expression of illustrations giving a positive impression from the viewpoints of impression evaluation and psychophysiological indices. The experiment is carried out to explore the relationship between impression evaluation and psychophysiological indices obtained from biological signals. We analyze the latency and amplitude of EEG event-related potential P300 and N170 when we show the three different illustrations which are the cat having realistic eyes, the cat having simplified eyes and the cat having eyes of intermediate expression. In addition, we also analyze them when we show other three different illustrations which are the cat having a clear outline, the cat having no outline and the cat having an ambiguous outline. In both experiment, we use not only cat illustrations but also tiger illustrations. As a result, it suggests there is a correlation between part of impression evaluation and the latency and amplitude of EEG event-related potential. The expression to create a positive impression is different depending on whether cats or tigers. This study shows that differences in expression might lead a positive impression and we should need to select the expression of illustrations depending on the subject of the illustration.