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34 TECHNOLOGY MAR/APR 2025 FDM ASIA | www.fdmasia.com

Conversely, less visual attention is given to chairs with
lower ratings that they dislike less, thus inducing smaller pupil
diameters in the first fixation duration.
Guo et al. proved that saccade and fixation counts relate

to users’ emotional experiences when shopping online. Other
studies have shown that the type of traditional furniture has
a significant effect on total fixation time and average fixation
count.
Our study results showed no significant effects on total
fixation time, fixation count, or saccade count, differing from
findings in online and interactive environments, where visual
richness tends to increase engagement.
physiological responses, including pupil dilation, which may Studies indicate that in more dynamic contexts, elements

not solely reflect emotional or aesthetic reactions but also the like colour contrast, varied layouts, and interactive content
inherent sensory impact of the stimuli themselves. significantly draw users’ attention and influence eye-tracking
Thus, the emotional effects we interpret might be partially metrics.
mediated by the colour and contrast of the stimuli, which In contrast, our experimental setup was highly controlled,
engage the visual system and can modulate physiological with standardised lighting, angle, and background to reduce
responses. extraneous influences. Additionally, traditional furniture typically
Moreover, statistical analysis revealed that the values of incorporates intricate patterns and complex textures, which

these two effective eye movement parameters evoked by chairs may naturally draw more attention and increase fixation counts,
with complex and warm colours were significantly higher than unlike the simpler, modern designs used in this study.
those evoked by chairs with cool/neutral colours and simple This likely minimised attention shifts typically seen in
forms, suggesting that warm colours and complex forms are more complex visual environments, suggesting that the lack
more likely to stimulate visual responses. of significant effects in our study may reflect the simplified,
The results of the correlation analysis showed that the controlled stimuli, where variations in fixation metrics were
values of these two effective eye movement indices had a less pronounced.
weak positive correlation with the subjective behavioural data. Furthermore, most single-eye movement measurement
This implies that changes in the visual eye movement studies have set flexible and controllable observation times,

parameters affected the participants’ preferences for different whereas our study set a fixed observation time of 10s.
colours and forms of chairs. Fixation of the observation time ensures the integrity of
Visual attention and stimulation would determine how data recording during synchronised measurements of other
much people like or dislike chair products, which, in turn, physiological indices and avoids confounding preferences and
affect their desire to consume. decision-making processes.
People pay more attention to things they like and give This led to an inability to develop significant gaze or
more visual attention to chairs with higher subjective ratings, blinking behaviours, and the partial eye movement data in

thus inducing longer first fixation duration and larger pupil the time dimension did not show significant differences, as
diameters. previously mentioned in the literature.