WOOD RESEARCH Volume 63, Number 1, 2018
Qian Wan, Sha Sha Song, Xiao He Li, Qi Zhang, Xiao Yang, Ya Chi Zhang, Ben Hua Fei, and Li Hong Yao

The visual perception of the cardboard porduct using eye-tracking technology

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.

WOOD RESEARCH Volume 65, Number 1, 2020
Zhonghua Zhagn and Boming Xu

Tang dynasty chair feature design based on Kansei evaluation and eye tracking system

Tang dynasty (AD 618–907) chairs were manufactured during an important period of Chinese furniture development. This paper aims to identify design elements that impact on people’s subjective impressions, so as to guide the design of Tang dynasty style chairs. The study combined eye tracking and Kansei evaluation methods to assess the semantic reception of Tang dynasty chairs. The results showed that the influential factors can be grouped into two main categories: decoration and shape. The decorative features of Tang dynasty chairs that have the most significant impact on visual attention were identified. The study determined that the backrests, armrests, and legs of Tang dynasty chairs design were the most important morphological features. Through these morphological features, we can define the Tang dynasty chair style, guide the design of modern Tang dynasty style chairs, and carry out targeted design of Tang dynasty chair style features.