Exploring the Visual Cognitive Features on the Design of Car Based on the Theory of Eye-Tracking Technology

Along with the evolution of values and culture, there is different representative car design in each era. This representative design contains the image, style and mainstream value at that time. Therefore, new design of car has always been the main concern of car manufacturers for their annual facelift program. Because of this reason, this study will utilize the front appearance of cars to analyze the main area of interest of consumers at the time they see the front appearance of a car without logo attached. The forms of car appearance are summarized in Kansei words using Kansei Engineering analysis method and used as the substantial basis of analysis. Questionnaires are widely used in analyzing the like or dislike of an appearance. When a consumer response to a questionnaire, the corresponding Kansei words are usually summarized indirectly after the texts and graphics in the questionnaire are understood and processed in the brain. It could not directly reveals the subconscious desire of the consumer after first impression, but buying car is a consumer behavior to meet his own needs. For this reason, a newly developed assessment mechanism, EyeTracking technology, is employed in this research to track the actual interest of the consumers on the elements of a car. The misunderstanding and bias brought by texts in questionnaire are eliminated, and it is combined with Kansei Engineering to summarize the visual imageries and Kansei words of the consumers. Then, the results could be provided to car designers as a reference in designing their new products.

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Oczekiwania dotyczące wyglądu samochodu zmieniają się wraz ze zmianami kultury i wartości obowiązujących w danym czasie. Przy projektowaniu nowych modeli należy te oczekiwania spełnić. W prezentowanym opracowaniu analizuje się oczekiwania na podstawie wyglądu maski samochodu z usuniętym logo. Przeprowadzona została zbiorcza analiza wyników badań w postaci słów Kansei metodą inżynierii Kansei. Badania obejmują analizę na podstawie kwestionariuszy oraz nowego mechanizmu badań śledzenia ruchów gałki ocznej (okulografii). Wynikiem badań jest określenie istotnych obszarów oczekiwań użytkowników, co może służyć jako wskazówki dla projektanta wyglądu nowego modelu samochodu.