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The Effect of Contextualized vs. Decontextualized Illustrations on Attention Allocation and Creative Transfer in Energy-Saving Communication

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Title: The Effect of Contextualized vs. Decontextualized Illustrations on Attention Allocation and Creative Transfer in Energy-Saving Communication
Language: English
Authors: Zhe Liang (ORCID 0009-0003-7638-9278), Lei Zha (ORCID 0009-0003-6918-6667)
Source: Journal of Baltic Science Education. 2025 24(6):1189-1207.
Availability: Scientia Socialis Ltd. 29 K. Donelaicio Street, LT-78115 Siauliai, Republic of Lithuania. e-mail: scientia@scientiasocialis.lt; e-mail: mail.jbse@gmail.com; Web site: http://www.scientiasocialis.lt/jbse/
Peer Reviewed: Y
Page Count: 19
Publication Date: 2025
Document Type: Journal Articles
Reports - Research
Education Level: Higher Education
Postsecondary Education
Descriptors: Energy Conservation, Information Dissemination, Illustrations, Visual Aids, Eye Movements, Student Attitudes, Cognitive Processes, Undergraduate Students, Foreign Countries
Geographic Terms: China
ISSN: 1648-3898
2538-7138
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.
Abstractor: As Provided
Entry Date: 2026
Accession Number: EJ1492303
Database: ERIC
FullText Text:
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  Data: The Effect of Contextualized vs. Decontextualized Illustrations on Attention Allocation and Creative Transfer in Energy-Saving Communication
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  Data: <searchLink fieldCode="AR" term="%22Zhe+Liang%22">Zhe Liang</searchLink> (ORCID <externalLink term="https://orcid.org/0009-0003-7638-9278">0009-0003-7638-9278</externalLink>)<br /><searchLink fieldCode="AR" term="%22Lei+Zha%22">Lei Zha</searchLink> (ORCID <externalLink term="https://orcid.org/0009-0003-6918-6667">0009-0003-6918-6667</externalLink>)
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  Data: <searchLink fieldCode="SO" term="%22Journal+of+Baltic+Science+Education%22"><i>Journal of Baltic Science Education</i></searchLink>. 2025 24(6):1189-1207.
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  Data: Scientia Socialis Ltd. 29 K. Donelaicio Street, LT-78115 Siauliai, Republic of Lithuania. e-mail: scientia@scientiasocialis.lt; e-mail: mail.jbse@gmail.com; Web site: http://www.scientiasocialis.lt/jbse/
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  Data: 19
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  Data: <searchLink fieldCode="DE" term="%22Energy+Conservation%22">Energy Conservation</searchLink><br /><searchLink fieldCode="DE" term="%22Information+Dissemination%22">Information Dissemination</searchLink><br /><searchLink fieldCode="DE" term="%22Illustrations%22">Illustrations</searchLink><br /><searchLink fieldCode="DE" term="%22Visual+Aids%22">Visual Aids</searchLink><br /><searchLink fieldCode="DE" term="%22Eye+Movements%22">Eye Movements</searchLink><br /><searchLink fieldCode="DE" term="%22Student+Attitudes%22">Student Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Cognitive+Processes%22">Cognitive Processes</searchLink><br /><searchLink fieldCode="DE" term="%22Undergraduate+Students%22">Undergraduate Students</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22China%22">China</searchLink>
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  Data: 1648-3898<br />2538-7138
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: 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.
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      – Text: English
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      Pagination:
        PageCount: 19
        StartPage: 1189
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      – SubjectFull: Energy Conservation
        Type: general
      – SubjectFull: Information Dissemination
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      – SubjectFull: Illustrations
        Type: general
      – SubjectFull: Visual Aids
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      – SubjectFull: Eye Movements
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      – SubjectFull: Student Attitudes
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      – SubjectFull: Cognitive Processes
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      – SubjectFull: Undergraduate Students
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      – SubjectFull: Foreign Countries
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      – SubjectFull: China
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      – TitleFull: The Effect of Contextualized vs. Decontextualized Illustrations on Attention Allocation and Creative Transfer in Energy-Saving Communication
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              Y: 2025
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