The subjective effects of the direction of on-screen movement have been described by aestheticians and animators. In this study, observer's impressions for a dot moving from left to right or from right to left, was investigated experimentally using the semantic differential method, and the results were analyzed statistically. Factor analysis indicated three factors: Activity, Evaluation, and Smoothness. An analysis of variance indicated a significant effect of the direction of movement on Activity and Evaluation. Observers felt that movement from the right to left was signicantly more active than movement in the opposite direction, even if the two movements had the same movement pattern. The resluts confirmed the descriptions of estheticians and animators based on subjective experiences.
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