The Influence of Blur Attributes of Figure and Ground in Advertising Images on Information Processing

This study investigates the effects of six types of blur—focal, depth, spatial, motion, luminance, and texture—applied to figure and ground elements, on six distinct visual cognitive pathways: focused, distant, three-dimensional, motion-based, shaded, and material cognition.A mixed-method approach was employed, combining advertising case analysis with an experimental survey, under three stimulus conditions: figure blur, background blur, and combined figure-background blur.Path analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) revealed that specific cognitive pathways were significantly activated depending on the type and placement of blur, leading to differentiated outcomes in information processing.These findings suggest that blur attributes can function as effective visual devices for enhancing message delivery and optimizing brand communication strategies in advertising design.