Identifying Factors Influencing the Innovative Design of Sports Posters

Darabi, Masoud; Azimzadeh, Seyed Mortrteza; Keshtidar, Mohammad; Dehghanpouri, Houriyeh; Asgari, Omid

doi:10.30473/jsm.2022.65057.1655

Document Type : Research Paper

Authors

¹ Ph.D. Student, Sports Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

² Assistant Prof, Sports Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

³ Prof, Sports Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.

⁴ Assistant Professor of Sport Management, Department of Physical Education and Sport Sciences, Shahrood University of Technology, Shahrood, Iran.

⁵ Assistant Prof, Faculty of Business and Economics, Universidad de Lisbon Nova, Lisbon, Portugal.

https://doi.org/10.30473/jsm.2022.65057.1655

Abstract

No matter what you do or promote, a poster is an effective and visually impactful way to share your keywords and get your audience excited about what to expect. Therefore, now that it is clear that posters are one of the most effective ways to communicate with the audience, in this research, a look at some of the factors influencing the design of posters in sports events has been taken. In this research, a combination of interviews and questionnaires have been used to identify the factors influencing the innovative design of sports Olympiad posters; Therefore, the current research was conducted using the Delphi-Fuzzy technique. First, using qualitative data obtained from exploratory studies, including the review of exploratory texts and semi-structured exploratory interviews, in which the interview questions were predetermined and similar questions were asked to all respondents. Validity and reliability in the qualitative part were confirmed using the CVR coefficient and the Kappa-Cohen test. Based on this, the factors affecting the innovative design of sports posters were determined, So, after extracting the factors, they were evaluated using field research. The statistical population of this research is brand design, advertising, and marketing experts with master's and doctorate degrees, as well as senior managers and experts in student sports in the country, which according to the purpose of the research, sampling in this research is targeted. According to the targeted sampling method, the sample size includes 20 high and middle managers of sports organizations. The results of the de-fuzzified average difference of the experts' opinions in both stages were less than 0.1. The experts reached a consensus regarding the factors affecting the innovative design of sports posters and identified and confirmed 71 factors. For the innovative design of sports posters, it is possible to do many creative works in which the designer's art is also involved. Of course, the influence of the designer's art will be seen when the factors identified in the current research and the framework of poster design for sports events are considered.

Keywords

Main Subjects

Sports Media

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Identifying Factors Influencing the Innovative Design of Sports Posters

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Volume 11, Issue 4 - Serial Number 44July 2024Pages 63-81

Volume 11, Issue 4 - Serial Number 44
July 2024
Pages 63-81