Existing studies of newspaper design point to an interaction of form and content through the impact of visual format on the impression, perception, and understanding of the content. This paper aims to further explore the topic, i.e., the impact of design elements (layout, color, photographs, and front page) of the daily newspapers on the perception and visual impression of readers. The purpose of the paper is twofold. The first part briefly presents summarized theoretical considerations of newspaper design from a perspective of the marketing approach to the newspaper as a specific type of product. The second part is devoted to the primary research undertaken in order to explore and understand readers’ perceptions of design elements of the daily newspaper on the Croatian market. The research findings confirmed the assumptions about the link between layout style and photographs on the one hand and the perception of the content, the interaction and the effect of color on the perception of the product (newspapers) character on the other hand, and the assumption of the role of front page design as a sales argument. Findings add to the existing knowledge with insights from the new research context—Croatia, and as such might help in increasing the understanding about the visual perception and behavior of readers from the emerging European market. Also, findings might serve as the basis for future improvements in the visual ergonomics of newspapers.

中文翻译：

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日报的主要设计要素：对读者的感知和视觉印象的影响

报纸设计的现有研究指出，通过视觉格式对内容的印象，感知和理解的影响，形式和内容之间会发生相互作用。本文旨在进一步探讨该主题，即日报的设计元素（布局，颜色，照片和首页）对读者的感知和视觉印象的影响。本文的目的是双重的。第一部分从报纸作为一种特定类型的产品的营销方法的角度简要介绍了报纸设计的理论考虑。第二部分致力于进行初步研究，以探索和理解读者对克罗地亚市场上日报设计元素的看法。研究结果一方面证实了有关布局样式和照片与内容的感知之间的联系的假设，另一方面证实了色彩对产品（报纸）特征的感知的相互作用和色彩的影响，以及这一假设。设计作为销售论点的角色。研究结果通过新的研究背景（克罗地亚）的洞察力增加了现有知识，因此可能有助于增进对新兴欧洲市场读者的视觉感知和行为的了解。同样，这些发现可能会成为未来报纸视觉人体工程学改进的基础。另一方面，颜色对产品（报纸）特征的感知的相互作用和影响，以及假定首页设计作为销售论点的角色。研究结果通过新的研究背景（克罗地亚）的洞察力增加了现有知识，因此可能有助于增进对新兴欧洲市场读者的视觉感知和行为的了解。同样，这些发现可能会成为未来报纸视觉人体工程学改进的基础。另一方面，颜色的交互作用和对产品（报纸）特征感知的影响，以及假定首页设计作为销售论点的作用。研究结果通过新的研究背景（克罗地亚）的洞察力增加了现有知识，因此可能有助于增进对新兴欧洲市场读者的视觉感知和行为的了解。同样，这些发现可能会成为未来报纸视觉人体工程学改进的基础。