User’s Cognitive Differences Based On Eye Movement Tracking

As the market changes from growth to maturity,technology gradually loses its differentiation potential.The process of product value creation changes from technology centered design to human centered design.People oriented design focuses on users’ perception experience(emotion,expectation and feeling),and believes that users play a positive role in creating valuable elements.In the semiotics of design communication,designers and users are considered to be involved in semantic making.Designers attach the product features to the design expression to form the design intention;when the product concept is presented in some form of expression,designers will evaluate the design in different stages to test whether the product can meet the design requirements.Based on their psychological model,users understand their meaning through perception and experience(or user knowledge),and form the interpretation of the product.In the process of information transmission,there may be ambiguous interpretation space.Different expression forms and the way of encoding information will directly affect the evaluation results,which may lead to the discontinuity between the expected design intent and user perception.Previous studies have focused on the theoretical discussion and qualitative research of design intent,design expression and user perception,while the empirical research using objective technical means is relatively less.With the development of cognitive neuroscience and technology,eye movement technology provides the necessary technical means to track the perceived concerns when users interact with products.The visualization of product feature modeling affects its perceptual cognition.Aiming at the problem of discontinuity between potential design intention and actual user perception in the design process,this paper uses semantic differential method(SD),eye tracking technology and retrospective interview to collect the experimental data of the subjects for analysis and discussion.Taking furniture seats and car models with different abstract expression patterns as experimental samples,the semantic matching degree of products is tested for subjects with different professional backgrounds.Record and analyze the relevant data of the subjects’ perception of product features and image decision-making process,including semantic score,fixation time,hot map and other data,and compare the image perception of different background users to cause different attention patterns.The results show that:(1)users’ attention to product features is related to image perception,and eye movement technology can objectively describe their relationship.(2)Generally speaking,the subjects majoring in industrial design have higher matching degree to the semantic perception of products,and they have higher sensitivity to distinguish details.(3)When the semantic matching degree of industrial design subjects is lower than that of other subjects,the fixation points of morphological features are different.(4)the subjects with different backgrounds have higher attention and stronger cognition to the seat shape in the back and face of the chair,as well as the grille and the front of the car,which is worthy of in-depth research and exploration.Designers can pay more attention to the design of these morphological features in design,(5)The subjects’ attention point of view of design background is often more concentrated,which indicates that after long-term design training,the design background can be used to process brain cognition faster combined with knowledge system,and more targeted product characteristics are selected according to semantics for analysis.The results provide some supports for understanding the differences of semantic perception of products between different background users,and further reveal the impact of different product expression forms on users’ semantic perception,assisting designers to pay more attention to the key features of products and operate design features in a targeted way in the innovative design.At the same time,the influence of product expression form on semantic perception has a certain guiding significance for e-commerce and product promotion,which helps to guide the correct direction of product display and predict the display effect of products.