USE OF EYE TRACKING TECHNOLOGY IN EVALUATING PRODUCT IMAGES AND OPTIMAL PROCESS DECISIONS

Öz

Evaluation of visual elements constitutes a significantly important input in the field of design as well as in numerous other fields. We are on the verge of a transformation where users generally meet the product on a screen, also with the influence of changing lifestyle habits. Within this scope, the time users spend with visual elements and collection of information about the said process constitute an important topic of research. This study focused on the evaluation of images via eye tracking technology. Variables such as the repetition, number, order and layout of the elements that form an image are known to have an effect on the use of images. This experimental study was conducted in 3 different steps with the users and the obtained results were provided here. In this context, application recommendations were provided concerning the order of visual pages, properties of transition between images, time factor and content layout.

Anahtar Kelimeler

• eye tracking
• optimal image display decision
• image evaluation

Kaynakça

1. Albert, W. ve Tedesco, D. (2010). Reliability of self-reported awareness measures based on eye tracking. Journal of Usability Studies, 5 (2), 50–64.
2. Bergstrom, J. R. ve Schall, A. J. (2014). Eye Tracking in User Experience Design. San Francisco: Morgan Kaufmann Publishers Inc.
3. Buswell, G. T. (1935). How People Look at Pictures. Chicago, IL: University of Chicago Press.
4. Crilly, N., Moultrie, J., & Clarkson, P. J. (2004). Seeing things: Consumer response to the visual domain in product design. Design Studies, 25 (2004), 547-577.
5. Cross, N. (1999). Natural intellligence in design. Design Studies, 20 (1), 25-39.
6. Du, P. (2016). Investigating Effects of Product Visual Designs on Consumer Judgments with the Aid of Eyetracking (Doktora tezi). ProQuest.(Erişim numarası. 10126545)
7. Guiping, C., Axu, H., Yonghong, L. & Hongzhi, Y. (2011). Review of linguistics understanding based on eye tracking system. Journal of Northwest University for Nationalities (Natural Science), 32(2), 49-55.
8. Guo, F., Li, M., Hu, M., Li, F., & Lin, B. (2019). Distinguishing and quantifying the visual aesthetics of a product: An integrated approach of eye-tracking and EEG. International Journal of Industrial Ergonomics, 71 (2019), 47-56.

9. Hyerle, D. (2000). A Field Guide to Using Visual Tools. Alexandria, VA: Association for Supervision and Curriculum Development.
10. Keinonen, T. (1998). One-dimensional Usability: Influence of Usability on Consumers' Product Preference. Helsinki: Publication series of the University of Art and Design.
11. Khalighy, S., Green, G., Scheepers, C., & Whittet, C. (2015). Quantifying the qualities of aesthetics in product design using eye-tracking technology. International Journal of Industrial Ergonomics, 49(2015),31-43.
12. Lessig, L. (2001). The Future of Ideas: The Fate of the Commons in a Connected World. New York: Random House.
13. Locher, P. J. (1996). The contribution of eye-movement research to an understanding of the nature of pictorial balance perception: A review of the literature. Empirical Studies of the Arts, 14 (2), 143-163.
14. Locher, P. J. (2006). The usefulness of eye movement recordings to subject an aesthetic episode with visual art to empirical scrutiny. Psychology Science, 48 (2), 106-114.
15. Loy, J., Canning, S., & Little, C. (2015). Industrial design digital technology. Procedia Technology, 20(2015), 32-38.
16. Monö,R. (1997). Design for Product Understanding-The Aesthetics of Design from a Semiotic Approach. Sweden: Liber.
17. Ooms, K., Coltekin, A., De Maeyer, P., Dupont, L., Fabrikant, S., Incoul, A., Kuhn, M., Slabbinck, H., Vansteenkiste, P., & Der Haegen, L. V. (2015). Combining user logging with eye tracking for interactive and dynamic applications. Behavior Research Methods, 47 (4), 977–993. doi:10.3758/s13428-014-0542-3
18. Santella, A. (2019). Eye tracking for aesthetics: Unexplored possibilities. http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.108.8785 (alındığı tarih 19.04.2020).
19. Schön, D.A. (1983). The Reflective Practitioner: How Professionals Think in Action. New York: Basic Books.
20. Song, S. S., Wan, Q., & Wang, G. G. (2016). Eye movement evaluation of different wood interior decoration space. Wood Research, 61 (5), 831-843.
21. Sönmez, C. (2015). Yapay zeka nedir? https://shiftdelete.net/yapay-zeka-nedir-62428 (alındığı tarih 12.06.2020).
22. Sridharan, S. (2016). Gaze Guidance, Task-Based Eye Movement Prediction, and Real-World Task Inference using Eye Tracking (Doktora tezi). ProQuest.(Erişim numarası. 10145695)
23. Takahashi, R., Suzuki, H., Chew, J. Y., Ohtake, Y., Nagai, Y., & Ohtomi, K. (2018). A system for three-dimensional gaze fixation analysis using eye tracking glasses. Journal of Computational Design and Engineering, 5 (4), 449–457.
24. Tamer, A. (2008). Exploring Interest Evokedby Product Appearance (Master tezi). YÖK Tez Merkezi. (Erişim numarası. 238570)
25. Wan, Q., Li, X. H., Zhang, Q., Yang, X., Zhang, Y. C., Song, S. S., & Fei, B. H. (2018a). The visual perception of the cardboard product using eye-tracking tecnology. Wood Research, 63 (1), 165-178.
26. Yapton, M. J. (1998). How Your Learning Style Affects Use of Mnemonics. http://www.mindtools.com/mnemlstylo.htm(alındığı tarih 15.05.2020).