Analysis of the Fashion Shops' Images Applying Gaze Frequency

Abstract

This study uses a fashion shop facade design to track human gaze, find gaze frequency for gaze time for the gaze points along the path of sight, and expose the importance of facade design and figure out the value through theoretical systematization. Thus, this study employed the measurement method in physiological psychology which is sight-tracking device with eye-tracking to perform effective data evaluation. To find gaze frequency and study the contents to reflect on the facade, precedent study review, and case study of facade design to collect stimulants to be used in eye-tracking experiment were executed. And the eye-tracking experiment which traces the movement of eye[pupil] was performed. As the result of analyzing gaze frequency, The characteristics of such gaze path formation made the characteristics for gaze frequency even clearer. What was characteristic in the analysis result according to 'average value for gaze time' was that only 8 out of 2000 areas showed over 1 second of frequency and, and all other shoed less than 1 second of gaze time. This indicates that human sight endlessly jumps around, and that it 'Stay' where it has interest. This study found the average of the frequency of this 'Stay' in facade design. This study well presents the major points to add value to the design of the space of facade based on scientific measurement/analysis data obtained through visual understanding. Through such, this study is thought to be able to have a positive interaction with marketing by forming a theoretical background bringing utility to purchase environment and assisting in sales increase.

A study of customer perception of visual information in food stands through eye-tracking

“…A sequence of five trials was displayed on a 15-inch monitor. Each trial showed a presentation of an exterior image (722 3 722 pixels) for 10 s (Yeo and Oh, 2013). Before moving to the next trial, a fixation cross was presented in the middle of the monitor screen for 5 s. No instruction was given during the eye-tracking experiment to let participants notice the stimuli without goal orientation (Orquin and Loose, 2013).…”

“…This suggests that participants tended to spend most of the time looking at the upper board followed by the center and the lower board with no significant difference, and then the side board. On the other hand, for the frontage images of apparel store, viewers pay more attention to the middle position than others (Yeo and Oh, 2013).…”