Author: Li Hong Yao

Consumers’ visual perception towards the product’s appearance can largely affect their preference and purchase intention of the product. Recently, the cardboard product, as a kind of environmentally friendly product, is becoming more and more popular in the market. Therefore, understanding the perception of consumers’ visual evaluation toward different cardboard products is crucial for cardboard product design. This study used eye-tracking technology and subjective evaluation together to investigate people’s visual perception evoked by different cardboard products. Nine different cardboard products’ pictures chosen from the internet were divided into three different types and three different assembly structures. Participants were then asked to observe those pictures when their eye movement behaviors were recorded by an eye tracker. Additionally, a questionnaire about the participant’s fondness and purchase of those cardboard products were filled out after the eye-tracking test. Consumers spent less average fixation duration on the cardboard product with more usability and more familiar form to evaluate their appearances. And stronger fondness and purchase intention of those kinds of cardboard products were showed in consumers’ visual perception. The exploring of the eye movement measurement on the visual perception can provide an accurate method for designers to better understanding the consumer’s fondness and purchase intention of the cardboard product. Taking consumers’ eye tracking metrics into account may help the product design meet their real needs in the cardboard product market.