| 申泽,沙海燕,费俊.基于眼部跟踪技术的包装警示吸引力实验分析[J].包装工程,2020,41(20):163-168. |
| 基于眼部跟踪技术的包装警示吸引力实验分析 |
| Experimental Analysis of Packaging Warning Attraction Based on Eye Tracking Technology |
| 投稿时间：2020-06-10 修订日期：2020-10-20 |
| DOI：10.19554/j.cnki.1001-3563.2020.20.026 |
| 中文关键词: 包装 警示信息 视觉吸引力 眼部跟踪技术 尺寸 线条 |
| 英文关键词: packaging warning information visual attractiveness eye tracking technology size line |
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| 中文摘要: |
| 目的 研究包装警示信息对产品视觉吸引力的影响。方法 根据可发现性度量和醒目警示的属性关系，提出两个假设，并由此设计两个实验。实验采用眼部跟踪技术，研究醒目图示是否会影响到用户对包装吸引力的感知，重点分析警示信息对产品视觉吸引力的影响。结果 实验一的目的是确定醒目安全图示具有显著性的设计参数。为此，利用眼部跟踪技术定义出具有高度显著性图示的突出设计属性，即较大尺寸和较粗线条。在确定可发现性的决定性因素后，将其作为实验二中的自变量，实验二主要分析显著图示对包装吸引力的影响。结论 实验结果表明，与采用细线条的小图示相比，粗线条的大图示能够更快引起注意，不会影响到受试者对产品吸引力的感知。另外，图示的显著性不会降低包装吸引力。 |
| 英文摘要: |
| The work aims to study the effect of packaging warning information on visual attractiveness of products. According to the attribute relationship between discoverability measure and alert, two hypotheses were proposed and two experiments were designed. Eye tracking technology was used in the experiment to study whether eye-catching graphics affected users’ perception of packaging attractiveness, and emphatically analyze the effect of warning information on visual attractiveness of products. The purpose of experiment 1 was to determine the significant design parameters of eye-catching safety graphics. Therefore, eye tracking technology was used to define the prominent design attributes with highly significant graphics: larger size and thicker lines. The decisive factor of discoverability after determined was used as an independent variable in experiment 2. Experiment 2 mainly analyzed the influence of salient graphics on packaging attractiveness. The experimental results show that, compared with the small graphics with thin lines, the large graphics with thick lines can attract more attention faster without affecting the perception of product attractiveness. In addition, the saliency of the graphics will not reduce the packaging attractiveness. |
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