The selection of native greening plants to improve rural greening technology is crucial for enriching methods of building rural plant landscapes. However, there are few studies from the perspective of visual preference using quantitative methods. By using eye-tracking technology, this study studies students in the Central South University of Forestry and Technology and villagers in Changkou Village, Fujian Province, employing pictures of plant organs—leaves, flowers, and fruits—as stimulating materials to analyze five indicators: the total duration of fixations, the number of fixations, average duration of fixations, average pupil size and average amplitude of saccades. A number of findings came from this research First, people visually prefer leaves, followed by flowers and fruits. In terms of species, Photinia × fraseri, Metasequoia glyptostroboides, Photinia serratifolia, Cunninghamia lanceolata and Koelreuteria bipinnata have higher overall preference. Families such as Malvaceae, Fabaceae, Araliaceae, Myricaceae and Cupressaceae have stronger visual attraction than others. Second, there are distinct differences in the preference of shapes and textures of leaves: aciculiform, strip, cordiform, sector and jacket-shape are more attractive; leather-like leaves have a higher visual preference than paper-like leaves; different colors and whether leaves are cracked or not have little effect on leaf observation. Third, the preference for flowers with different inflorescence and colors is significant. Capitulum, cymes and panicles are more attractive; purple is the most preferred color, followed by white, yellow and red. Finally, there are significant differences in preferences for fruit characteristics, with medium-sized fruits and black fruits preferred, while kidney-shaped and spoon-shaped fruits are considered more attractive. Pomes, pods, samaras, and berries have received relatively more attention.

Plants play a very important role in landscape construction. In order to explore whether different living environment will affect people’s preference for the structural features of plant organs, this study examined 26 villagers and 33 college students as the participants, and pictures of leaves, flowers and fruits of plants as the stimulus to conduct eye-tracking and EEG detection experiments. We found that eye movement indicators can explain people’s visual preferences, but they are unable to find differences in preferences between groups. EEG indicators can make up for this deficiency, which further reveals the difference in psychological and physiological responses between the two groups when viewing stimuli. The final results show that the villagers and the students liked leaves best, preferring aciculiform and leathery leaves; solitary, purple and capitulum flowers; and medium-sized, spathulate, black and pear fruits. In addition, it was found that the overall attention of the villagers when watching stimuli was far lower than that of the students, but the degree of meditation was higher. With regard to eye movement and EEG, the total duration of fixations is highly positively correlated with the number of fixations, and the average pupil size has a weak negative correlation with attention. On the contrary, the average duration of fixations has a weak positive correlation with meditation. Generally speaking, we believe that Photinia×fraseri, Metasequoia glyptostroboides, Photinia serratifolia, Koelreuteria bipinnata and Cunninghamia lanceolata are superior landscape building plants in rural areas and on campuses; Pinus thunbergii, Myrica rubra, Camellia japonica and other plants with obvious features and bright colours are also the first choice in rural landscapes; and Yulania biondii, Cercis chinensis, Hibiscus mutabilis and other plants with simple structures are the first choice in campus landscapes. This study is of great significance for selecting plants for landscape construction and management according to different environments and local conditions.