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ISSN : 1229-8778
The purpose of this study is to understand simple or complex design value that is important to aesthetic impression and figure out sensation seeking tendency will moderate simple or complex design preference. Also, classify the eye movement into first fixation and fixation time to examine difference depending on the level of design’s simplicity and complexity and consumer individual difference. For this, 84 undergraduate students participated in this study, and using fixed eye-tracker. The results are as in the following. First, people showed swift first fixation, and continual fixation to complex product design. But this result is moderated by consumer’s sensation seeking tendency. That is, high sensation seeking or female participants show continual fixation to complex design. While for simple product design, there is no difference between low and high sensation seeking participants. Second, there is the most preference to moderately design. But this pattern also moderated by sensation seeking tendency. Explain concretely, high sensation seeking participants are more like relatively complex design. This paper have significance result in the way that using an objective approach to design evaluation and, verifying relation between preference and eye-movements. Based on these results, managerial implication and further study’s supplementation are discussed.
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