Benlik kurgusu hazırlamanın görsel iletişim tasarımına etkisi: Tüketim ve sosyal sorumluluk davranışları üzerindeki olası sonuçları

Geometric shapes are relevant to the way we perceive and describe the nature. In some instances, geometrical shapes are the simplest way of explaining an object or a thought. For instance, a circle drawn between the top of two triangles may help us describe the sunset and arouse the feeling of the warmth of the sun. In this thesis, specifically the meaning of angular and rounded geometrical shapes for individuals as well as the relationship between geometrical shapes and self-construals were examined. In this respect, the usage of geometrical shapes on Internet web pages which have been a very popular communication tool has been focused on. The thesis discussed whether visual elements can be used as a self-construal priming tool and the effects of self-construals on visual perception. Based on the discussions and propositions made, the introductory phases on selected web pages, call-to-action buttons, photographs and cultural icons were examined in terms of the extent to which they have the potential to evoke one?s independent or interdependent self-construal. The examination showed that a relationship between self-construals and visual communication is possible, and that usage of visual elements may indeed activate one?s independent or interdependent self-construal more than the other. Based on the findings, it was revealed that most of the e-commerce web sites had the tendency to use visuals that have the potential to evoke independent self-construal more than interdependent self-construal, and that non-commercial foundation (social responsibility) web sites tended to use visuals that had the potential to evoke interdependent self-construal more than independent self-construal. Finally, how various web site user behaviours may be manipulated by certain visuals and its importance was discussed. Keywords: Visual communication design, self-construal, priming, web design.