Research On Horror Art Design Based On Eye Tracking Experiment

In 19th century,since the announcement of Nietzsche's "Death of God",the previous value system of beauty as morality has collapsed.Then,horror aesthetics is no longer a taboo topic.With 21 st century coming,horror aesthetics has gradually emerged in people's vision as a marginal aesthetics.Whether it is Western Gothic culture or Japanese Juicy ACG,horror art has widely infected 90 s and 00 s.Nowadays,whether the cooperation of kaws and Uniqlo or the successful commercial cooperation between Murakami Takashi and Louis Vuitton.The horror art design has gradually become a new way for the youth to express themselves and challenge the rules.This thesis is based on this background and we want to through the fashion perspective to explore in depth why the horror art design is so popular in millennial.Previously,other research related to horror aesthetics usually sort out previous materials,summarized other views and stay in subjective theoretical level.The innovation of this thesis which is the combination subjective and objective tests.In objective,we use eye trackers.In subjective,we use subjective preference questionnaire.Then,the experimental results of the eye tracker can be compared with the results of the subjective preference questionnaire.The specific research content and result as follows:(1)Eye tracking experiment: Input ten pictures which selected from the horror art design questionnaire into the eye tracker.The experiment participants are divided into purchased group and non-purchased group and the eye tracking is divided into four parts:1.Watch horror art designs.It shows when there is human face in the design,participants will mostly fix on the face,then followed the order of horrible degree.In addition,there is no difference between purchased group and non-purchased group.2.Watch the combination of horror art design and horror art design T-shirt.The result shows the design in T-shirt is more attractive than solo design.Besides,there is no difference between purchased group and non-purchased group.3.Watch the combination of strong horror art design T-shirts and light horror art design T-shirts.The result tells us strong horror art design T-shirts is significant attractive than light horror art design T-shirts Besides,there is no difference between purchased group and non-purchased group.4.Watch the combination of horror art designs in white T-shirts and horror art designs in the same color background T-shirts.horror art designs in white T-shirts is more attractive than horror art designs in the same color background T-shirts.However,purchased group is more obvious than non-purchased group.(2)Subjective preference questionnaire.This questionnaire aims at the 4-3 and 4-4eye tracking experiment which tests if the attraction T-shirts also could be the preference T-shirts.The result of questionnaire shows the hypothesis in strong horror art design T-shirts and light horror art design T-shirts is founded.The hypothesis in horror art designs in white T-shirts and horror art designs in the same color background T-shirts is not be founded(3)The Application of Research.According to the result of data analysis,we can apply in for two aspects: first,the marketing of six classification;second,the composition of fashion products,For basic style,we not only consider the design,we also need to think about the style of clothing.For best-seller style,the preference is our first consideration,we need to add horror elements and use trendy color for clothing.For promoted style,the attraction is our first consideration,if there is animal or human in clothing,we need to pay attention on facial design.In addition,the color of clothing should be the same or similar as our design.