ABSTRACT
In this chapter the subjective assessment of the visual content of digital signage is presented as an example of applying in what way the various persons' preference modelling can be use to get the fuller picture of the attitudes towards examined stimuli. The preferences were obtained using pairwise comparisons of the designed screen formats. Then the priorities were derived by applying the Analytic Hierarchy Process (Saaty, 1977; 1980) framework. The experimentally gathered data were modelled and analysed by means of the analysis of variance, multiple regression, conjoint and factor analysis. The results show that the applied methods should be combined to acquire fuller understanding of the preference structure, which could tum out to be complex, even for the seemingly straightforward problems.
