Distinguishing and quantifying the visual aesthetics of a product: An integrated approach of eye-tracking and EEG
Distinguishing and quantifying the visual aesthetics of a product: An integrated approach of eye-tracking and EEG
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区分和量化产品的视觉美感：眼动追踪和脑电图的综合方法
DOI：
10.1016/j.ergon.2019.02.006
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发表时间：
2019-05-01
影响因子：
3.1
通讯作者：
Lin, Bozhao
中科院分区：
文献类型：
--
作者：
Guo, Fu;Li, Mingming;Lin, Bozhao
虽然已经建立了一些视觉美感的测量方法，如主观报告、特征计算和生理评估，但设计师在测量其产品的视觉美感时还缺乏一种完整的、量化的方法。这项研究旨在将眼球跟踪指标和脑电测量相结合，以区分和量化产品的视觉美学。设计了32个多视角LED台灯的3D原型，以模拟审美流程。当参与者自由浏览每一盏灯时，眼睛跟踪和脑电信号被同时记录下来。每次浏览后进行主观视觉美学评价。结果表明，三组视觉美感灯具的注视时间比和停留时间比有显著差异。同时，平均注视时长仅在低、高美感灯具之间有显著差异，而瞳孔大小没有显著差异。此外，低美感灯具引起的相对阿尔法功率显著减弱，相对伽马功率显著增强。因此，眼球跟踪测量和脑电测量可以区分灯的视觉美学。在量化结果方面，综合多模式生理信号取得了较好的合理精度。整合不同视觉审美流程中涉及的多通道生理信号，似乎有利于量化产品的视觉美学。与行业相关：视觉美学作为吸引消费者注意力的前提，已被认为在产品设计和营销中发挥着至关重要的作用。因此，深入研究鉴赏流中信息提取和加工所涉及的多模式生理信号的变化，可以区分产品的视觉美学。这种量化方法可以被设计师用来衡量他们产品的视觉美感。
Although some methods of measuring visual aesthetics have been established, such as subjective reporting, feature calculating, and physiological assessing, designers still lack an integrated and quantified method in measuring the visual aesthetics of their products. This study aims to integrate eye-tracking metrics and EEG measurements to distinguish and quantify the visual aesthetics of a product. Thirty-two 3D prototypes of LED desk lamp with multiple views were designed to simulate an aesthetic appreciation flow. Eye-tracking and EEG signals were simultaneously recorded when participants were freely browsing each lamp. The evaluation of subjective visual aesthetics was conducted after each browsing. The results demonstrated that fixation time ratio and dwell time ratio significantly differed among the three clusters of visual aesthetic lamps. Meanwhile, average fixation duration only significantly differed between low and high aesthetic lamps and pupil size had no significant variation. Moreover, low aesthetic lamps evoked significantly weakened relative alpha power and enhanced relative gamma power. Thus, the eye-tracking metrics and the EEG measurements can distinguish the visual aesthetics of lamps. Regarding the results of quantification, the integrated multimodal physiological signals achieved an improved and reasonable accuracy. It seems beneficial to integrate multimodal physiological signals involved in different flows of visual aesthetic appreciation in quantifying the visual aesthetics of a product.Relevance to industry: As a premise of attracting consumers' attention, visual aesthetics has been identified as a crucial role in product design and marketing. Thus, thorough research on the variations of multimodal physiological signals involved in information retrieval and processing in appreciation flow can provide a distinction between product visual aesthetics. The quantification method can be utilized by designers in measuring the visual aesthetics of their products.