Angular vs. Rounded Perception? The Eye-Tracking Study of Cross-Cultural Differences in Visual Perception of the Relationship Between Product Outline and Its Surface Texture

Abstract

Eyes are basically the most direct way for human beings to understand the world. Among the visual stimuli we receive, besides the overall outline of the object, we are also stimulated by the material, and the color and surface treatment accompanying the material will bring us different feelings and stimuli. In recent years, the globalization of product design has developed rapidly. There-fore, products designed by different cultures are everywhere in the world. When a product is sold and displayed in the market, people with different cultural backgrounds may have different views and feelings on the product. In this era of paying attention to consumers’ feelings, it is bound to consider the differences in cross-cultural perception into product design. However, the past literature shows that there are two different self-construction models between East and West, and self-construction will affect a person's cognition, emotion, and motivation. Therefore, the common “shape” elements in product design have different cognitive differences between East and West consumers. In addition, we have observed in recent years the rise of parametric software, which has led to an increasing application of “shape” elements through the method of “arrangement” in product design. Such as consumer electronics, vehicles, and sportswear, etc. However, how do designers confirm whether the shape arrangement elements produced when applied to product design conform to the aesthetic preferences of East and West consumers? Therefore, this study will explore the visual perception of Eastern consumers on the application of such products through the design application of “form” and “arrangement of angular and rounded shapes” on the surface of the product. Among them, we further use eye tracking equipment to assist in examining the physiological information of Eastern consumers and use scientific methods to study the differences in consumers’ visual perception of product outlines and surface textures. These studies provide a prospective insight into cross-cultural product design and provides a reference for designers to apply the “shape” element in products.