Semantic Priming of Colored Signs in the Peripheral Vision during Electronic Text Reading

Abstract

This study explores if peripheral colored ambient light or colored light can be noticed and semantically associated with text while reading a novel from an Electronic Visual Display (EVD). Additionally, it is investigated if those colored signs are perceived as supplementary to the story and result in a more immersive experience. For that purpose, a user evaluation study was performed based on attention theory (selective attention, semantic priming, and divided attention), reading behavior, and semantics of colors. Participants received a reading assignment. While reading a novel from an e-book, dynamic colored ambient light or colored light was emitted. Throughout the reading assignment, the colors were adapted to the particular scenes the participant was reading. Findings suggest that attention can be divided between reading the novel from an EVD and the ambient color signs.

Keywords

• electronic visual displays
• e-book
• priming
• ambient light
• peripheral vision