The effect of watching videos and images on audience perception of interior space

Abstract

Using social media as a marketing tool has increased prominence among interior designers. Recent studies claim that most social media users are likelier to engage with visual content; therefore, the role visual communication plays in the success of social media marketing is undeniable. Both image and video have unique benefits for social media marketing and need to be used strategically to make the right impact on the audience. In this research same interior space is presented to two different groups of participants, but to one group as a series of images and the other group in a video. The aim was to compare the similarities and differences between each group’s perception of the same space. In total, 50 non-designers (25 in each group) participated in this survey and answered similar questions about the interior space they have seen/watched. Each group’s responses have been evaluated to learn if there are any significant differences between participants’ understanding of the design when they watch images or videos. Results showed that ideas were more influential in emphasizing design characteristics and deta ils. Still, the video was more significant in shaping a clearer perception of the whole space. Results from this study suggest that looking at the images was more potent in representing the design, but watching the video increased the likability of space.