The Visual Effect of Signboards on the Vitality of the Streetscapes Using Eye-Tracking

Abstract

This study focuses on whether signboards attract people’s visual concentration as a foreground element of the streetscape and check the difference in streetscape image according to the area of the signboard. For this purpose, 133 street-view photographs were taken at five major commercial districts in Seoul and 17 photos were selected for this study. The photos were then classified into the High Signboard Group (HSG) and Low Signboard Group (LSG) according to the area of the signboards and conducted eye-tracking experiments and surveys. Finally, data from 33 people were collected and a t-test was conducted to identify differences between the two groups. As a result, the number of fixations, the fixation time, and the revisits of fixation on signboards were measured higher in HSG, and the distance of gaze movement (saccade) was lower. The results of the image survey analysis showed that HSG groups had low streetscape satisfaction, signboard satisfaction, and streetscape aesthetic quality. However, Dynamic and Interesting factors were high. Taken together, the signboard can be seen as a landscape element that focuses attention by giving people an active and interesting image, which shows the importance and possibility of using signboards in future streetscape design.

Seeing Is Believing: Using Eye-Tracking Devices in Environmental Research

“…There were three types of research topics in this category (Table 1): comparing eye behaviors in various scenes such as urban and landscape environments (Amati et al, 2018; Earl et al, 2019; Franěk et al, 2019; Franěk et al, 2018; M. Kim et al, 2014); evaluating the effects of specific features in landscape scenes (e.g., degree of openness, degree of urbanization, and park components) or urban scenes (e.g., presence of cycle tracks, different urban elements, and pavement quality) on eye movement patterns and psychological responses (e.g., restorativeness; Berto et al, 2008; Dupont et al, 2014; Hollander & Anderson, 2020; Hollander et al, 2019; Jang & Kim, 2019; Kang & Kim, 2019; B. Kim & Park, 2021; Li et al, 2020; Liu et al, 2020; Nordh et al, 2013; Ren & Kang, 2015; Rupi & Krizek, 2019; Valtchanov & Ellard, 2015); and evaluating environmental features that may impact people’s navigation behaviors (e.g., wayfinding) in outdoor environments (Afrooz et al, 2018; Emo, 2014; Foulsham et al, 2011; Jiang et al, 2020; Lei et al, 2016; Tang, 2020; Wenczel et al, 2017). …”

“…Kim & Kim, 2020; B. Kim & Park, 2021; M. Kim et al, 2014; Li et al, 2020; Lombardi & Ciceri, 2019; Mantuano et al, 2017; Nordh et al, 2013; Park et al, 2019; Shi et al, 2020; Spanjar & Suurenbroek, 2020; Tuszyńska-Bogucka et al, 2020; Valtchanov & Ellard, 2015; Viaene et al, 2016; Xu et al, 2019; Yin et al, 2019);…”

“…evaluating the effects of specific features in landscape scenes (e.g., degree of openness, degree of urbanization, and park components) or urban scenes (e.g., presence of cycle tracks, different urban elements, and pavement quality) on eye movement patterns and psychological responses (e.g., restorativeness; Berto et al, 2008; Dupont et al, 2014; Hollander & Anderson, 2020; Hollander et al, 2019; Jang & Kim, 2019; Kang & Kim, 2019; B. Kim & Park, 2021; Li et al, 2020; Liu et al, 2020; Nordh et al, 2013; Ren & Kang, 2015; Rupi & Krizek, 2019; Valtchanov & Ellard, 2015); and…”

“…having normal vision, corrected-to-normal vision, or normal color vision (Dupont et al, 2014; Elsadek et al, 2017; Freedman et al, 2019; Jiang et al, 2020; B. Kim & Park, 2021; Lei et al, 2016; Li et al, 2020; Liu et al, 2020; Martínez-Soto et al, 2019; Valtchanov & Ellard, 2015; Wang et al, 2020); and…”

Study on selection of native greening plants based on eye-tracking technology

“…At the same time, in similar eye tracking experiments, there are generally between 30 and 90 subjects 44 – 46 . At present, most researchers take people of the age of college students and above as subjects 47 , 48 , and villagers were the first visual audience of the landscape created by native greening plants.…”