아이트래킹 기술을 활용한 상업시설 간판의 가독성 연구

Abstract

Background There is an increasing interest in user evaluation-based study for the purpose of effective advertisement in areas of commercial activity. Accordingly, In this study, an eye tracking experiment was conducted with signboard images of commercial buildings as the medium to evaluate legibility of images based on the data analysis. The aim was to help establish a culture of legible signboards for commercial buildings. Methods Review of existing research methods, studies discussed the importance of facade, signboards, concept and visual-perceptive function of signboards, and legibility of signboards in commercial buildings. Existing problems of signboards and the current status of signboard culture were examined to formulate the study method. 10 male and 10 female subjects participated in the eye tracking experiment. Signboard images of commercial buildings were provided as stimulants during the experiment, which consisted of 12 directives and 12 images. After the experiment, legibility was evaluated based on ⓛ time spent by subjects to find the name of signboard after starting to look at each image, ② comparison on average time spent for each image before and after improvement, and ③ questionnaire conducted immediately following the experiment. Result First, signboard design should not be standard- ized during large-scale maintenance of signboards. Second, low-story signboards have greater legibility than high-story signboards. Third, complementary colors with high degree of attention are more advantageous in finding the name of signboard compared to analogous colors. Visual elements showed priority among formative elements in legibility of signboards. Finding of signboard name relies most heavily on size and color. But it is considered making a large sign and using high attention color and it also should be harmonized with their environment. Conclusion In comparing before vs. after improvement based on these findings, our conclusions are "Do not unify," "Effective legibility of low story," and "Noticeability of complementary colors." In reference to this, it is considered that if reducing the mixedness recognized by users, it would be more effective for identifying or recognizing the image of a signboard.