Abstract

In a scenario where a thought could have multiple visual representations, the appropriateness and acceptability of a visual symbol often leads to debate between the client and the designer. This was done to find out how graphic designer can deal with varied perceptions of the two groups. Recruiting 83 participants in the first and 32 in the second phases the present study employed eye-tracking and subjective rating of symbols of engineering institutes in India on a 5-point scale. The findings of the two-phased study substantiated perceptual difference between the designers and non-designers. This difference was overriding for abstract representation in designers and concrete representation in non-designers. Symbols with more objects bestowed more number of fixations whereas symbols with abstraction required high fixation duration. The ratings of chromatic and achromatic symbols did not differ significantly.