Research On Commercial Film Poster Design Based On Eye Movement Analysis

Film,as one of the important industries for cultural development,is a comprehensive art form.In order to increase the vitality of the film industry and accelerate the economic growth of the cultural and entertainment industry,China first released the "14th Five Year Plan for the Development of Chinese Film" on November 9,2021,proposing to build China into a strong film country by 2035 and achieve the goal of high-quality development of the film industry.As one of the important ways of film publicity,movie posters condense the essence of the film,and interpret the unique visual language with words,diversified graphics,vivid colors and changeable composition to convey information.Its design effect has a significant impact on the audience rating of the film and the income of investors.During the process of collecting movie posters from the Huanghai,the author found that their works are abundant in quantity,rich in themes,unique in expression techniques,diverse in visual language,and self-contained,which have great research value and significance,especially for the promotion of modern films,cultural communication,and the visual language and performance aspects of visual communication,which have certain inspiration and reference value,and are beneficial to increasing the design elements of designers Widen multiple dimensions of design methods to stimulate designers’ creative inspiration.The vigorous development of the film industry has spawned a large number of poster design companies and excellent poster designers.Data collection and investigation research have found that the number of posters designed by designer Huanghai is sufficient,the types of themes are diverse,the expressive techniques are unique,and the evaluation received is high.Therefore,the topic of this paper is based on commercial movie posters designed by Huanghai.The paper is divided into six parts.In the first part,by reviewing domestic and foreign literature and materials,we summarize the current research status of the application of Huanghai movie posters and eye movement meters,thereby gaining a systematic understanding of the origin and development of movie posters,the use and application fields of eye movement meters.The second part summarizes the theory of cognitive psychology,the relationship between cognitive psychology and design,cognitive psychology and commercial movie poster design,the concept of eye movement,and the role of cognitive psychology in eye movement experiments,laying a theoretical foundation for further development of eye movement experiments.The third part explains the concept of commercial movie posters and analyzes their design principles.Twenty commercial movie posters from the Huanghai were selected and analyzed from four aspects: text,graphics,color,and layout.In the fourth part,20 commercial movie posters from designer Huanghai were selected for a questionnaire survey,and a subjective evaluation regression model was constructed based on the mathematical analysis of the questionnaire.In the fifth part,with the aid of an eye movement experiment,the subjects were sequentially recorded,and the data on the average fixation duration,fixation count,saccade count,average saccade amplitude,and division of interest areas for commercial movie posters in the Huanghai were analyzed in depth.The experimental results were visually and rationally analyzed to find the interest points of the subjects’ attention,Summarize the rules of design.In the sixth part,a visual quality evaluation model for commercial movie posters in the Huanghai was obtained through multiple linear regression analysis of subjective questionnaire data and objective eye movement indicator data.After empirical testing,it was found that eye movement analysis has good accuracy and feasibility in evaluating the visual quality of commercial movie posters in the Huanghai,and the public’s recognition of the success of poster design in the Huanghai was also obtained.The thesis conducts an in-depth analysis of the constituent elements of commercial movie posters,studies the visual preferences of subjects through eye tracking technology,and combines subjective questionnaires with objective eye movement experiments to improve the visual quality evaluation system of posters,providing an objective basis for the evaluation of visual quality of posters.At the same time,it provides some experience and reference for the parts that need to be improved in the follow-up poster design and the direction of future research and development,so as to better promote the accuracy and targeted communication of commercial film poster information.