Questionnaire\n南京红山森林动物园视觉传达设计，视觉一致性与品牌传播游客问卷

The following is to be used to gain consent for participation in an anonymous online survey/questionnaire. The statements below should make up the beginning of your survey/questionnaire when it is uploaded to your BREO application.
以下内容用于获取参与匿名在线调查/问卷的同意。当您将该调查/问卷上传至BREO应用程序时，以下陈述应作为其开头部分。
Please confirm the following:
请确认以下内容：
I have read the Participant Information Sheet included with this questionnaire.
我已阅读本问卷附带的参与者信息表。
I am over the age of 18
我已年满18岁
I understand that no personal identifying data is collected in this study, therefore I know that once I have submitted my answers I am unable to withdraw my data from the study
我理解本研究不会收集任何个人身份信息，因此我知道一旦提交回答，便无法撤回我的数据。
I agree that my data can be anonymised, stored and used in future research in line with Brunel University’s data retention policies
我同意我的数据可以按照布鲁内尔大学的数据保留政策进行匿名化、存储，并用于未来的研究。
I agree to take part in this study
我同意参与本研究

Introduction / 问卷说明

Hello, I am conducting a design research project on how visual communication design can improve visual consistency and brand communication at Nanjing Hongshan Forest Zoo. This questionnaire aims to understand visitors’ perceptions of the zoo’s visual identity, wayfinding system, animal information boards, educational signage, promotional materials, merchandise.

您好，我正在进行一项关于“视觉传达设计如何提升南京红山森林动物园视觉一致性与品牌传播效果”的设计研究。本问卷旨在了解游客对红山动物园品牌视觉形象、导视系统、动物说明牌、科普信息、宣传物料、文创产品的感知。
Section A: Visitor Background / 受访者基本信息
A1. Have you visited Nanjing Hongshan Forest Zoo before?
您是否参观过南京红山森林动物园?
Section B: Brand Awareness / 品牌认知
B1. Before completing this questionnaire, had you heard of the zoo’s philosophy “Everything for the Animals”?
填写本问卷之前，您是否听说过红山动物园“一切为了动物”的理念?
B2. Through which channels have you learned about Nanjing Hongshan Forest Zoo?
您主要通过哪些渠道了解南京红山森林动物园?
可多选。
B3. What three words would you use to describe your impression of Nanjing Hongshan Forest Zoo?
请选择三个词形容您对南京红山森林动物园的印象。
Section C: Visitor Journey and Visual Touchpoints / 游客旅程与视觉触点
C1. Which visual materials did you notice during your visit ?
您在参观或线上浏览过程中注意到了哪些视觉材料?
可多选。
C2. Which visual touchpoint left the strongest impression on you?
哪个视觉触点给您留下的印象最深?
C3. Why did this touchpoint impress you?
它为什么让您印象深刻?

Section D: Visual Consistency / 视觉一致性感知

Please rate the following statements from 1 to 5.

请根据您的真实感受，对以下陈述进行 1–5 分评分。

1 = Strongly disagree / 非常不同意

2 = Disagree / 不同意

3 = Neutral / 一般

4 = Agree / 同意

5 = Strongly agree / 非常同意

D1. I can clearly recognise the visual identity of Nanjing Hongshan Forest Zoo.
我能够清楚识别南京红山森林动物园的视觉形象。
D2. The colours used across the zoo’s signs, maps, posters and other materials feel consistent.
园区标识、地图、海报等视觉材料中的色彩使用整体统一。
D3. The typography and text style across different visual materials feel consistent.
不同视觉材料中的字体和文字风格整体统一。
D4. The illustration, photography or graphic style feels consistent across different touchpoints.
不同触点中的插画、摄影或图形风格整体统一。
D5. The layout and information structure of signs, maps and educational boards are clear and easy to understand.
标识、地图和科普牌的版式与信息结构清晰易懂。
D6. Overall, the visual materials of Nanjing Hongshan Forest Zoo feel visually consistent.
总体而言，南京红山森林动物园的视觉材料具有一致性。
Section E: Wayfinding and Information Communication / 导视与信息传播
E1. The wayfinding system helped me find my destination easily.
园区导视系统能够帮助我顺利找到目的地。
E2. The zoo map was clear and useful during the visit.
园区地图在参观过程中清晰且有帮助。
E3. The animal information boards were easy to read and understand.
动物说明牌容易阅读和理解。
E4. The educational signs helped me learn more about animals, conservation or animal welfare.
科普标识帮助我了解动物、保护或动物福利相关内容。
E5. The visual design helped me understand the zoo’s educational and conservation role.
视觉设计帮助我理解动物园的科普教育与动物保护作用。
E6. Important information was easy to find at key moments of the visit.
在参观的重要节点，我能够容易找到需要的信息。
Section F: Brand Communication and Brand Memory / 品牌传播与品牌记忆
F1. The visual materials helped me understand the zoo’s philosophy of caring for animals.
园区视觉材料帮助我理解动物园关爱动物的理念。
F2. After visiting or viewing its content, I have a clearer understanding of what Nanjing Hongshan Forest Zoo stands for.
参观或浏览相关内容后，我更清楚南京红山森林动物园代表什么。
F3. The zoo's visual communication made me feel emotionally connected to Nanjing Hongshan Forest Zoo.
园区视觉传播让我对红山动物园产生情感认同。
F4. The visual design made the zoo feel more professional and trustworthy.

视觉设计让我觉得动物园更加专业、可信。

F5. The visual design made the zoo feel warm and approachable.
视觉设计让我觉得动物园更加温暖、亲切。
F6. I can remember at least one visual element from Nanjing Hongshan Forest Zoo.
我能记住南京红山森林动物园的至少一个视觉元素。
F7. I would be willing to share photos or content related to the zoo on social media.
我愿意在社交媒体上分享与红山动物园相关的照片或内容。
F8.The visual design encouraged me to tell others about Nanjing Hongshan Forest Zoo.
园区的视觉设计让我愿意向别人介绍红山动物园。
F9. The visual design strengthened my overall impression of Nanjing Hongshan Forest Zoo as a brand.
园区视觉设计增强了我对红山动物园整体品牌形象的印象。
F10 .Which message do you think the zoo communicates most clearly through its visual design?
你认为动物园通过其视觉设计传达了哪条信息最为清晰?
请选择一项
Section G: Visual Preference and Improvement / 视觉偏好与改进建议
G1. Which type of visual style do you think is most suitable for Nanjing Hongshan Forest Zoo?
您认为哪种视觉风格最适合南京红山森林动物园?
G2. Which part of the zoo’s visual communication do you think needs the most improvement?
您认为红山动物园视觉传播最需要改进的是哪一部分?
G3. What visual element of Nanjing Hongshan Forest Zoo do you remember most clearly?
您最清楚记得南京红山森林动物园的哪个视觉元素?
G4. In your opinion, what message should Nanjing Hongshan Forest Zoo communicate more clearly through visual design?
您认为南京红山森林动物园最应该通过视觉设计更清楚地传达什么信息?
G5. Do you have any suggestions for improving the visual communication of Nanjing Hongshan Forest Zoo?
您对南京红山森林动物园的视觉传播设计有什么改进建议?
Section H: Optional Follow-up / 后续访谈意愿
H1. Would you be willing to participate in a short follow-up interview for this research?
您是否愿意参与后续简短访谈?
H2. If yes, please leave your contact information. This will only be used for academic follow-up.
如愿意，请留下联系方式。联系方式仅用于本研究后续访谈。
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