주시빈도를 적용한 파사드디자인 연구 : 아이트래킹 실험을 중심으로 = (A)Study on Facade Design Applying Gaze Frequency

다국어 초록 (Multilingual Abstract)

This study uses a fashion shop facade design to track human gaze, find gaze frequency for gaze time for the gaze points along the path of sight, and expose the importance of facade design and figure out the value through theoretical systematization. Current spatial design direction is ‘consumer-oriented’ and accordingly, the purchase action in a sales space becomes a bi-directional complex action. A bi-direction complex action refers to purchasing not just the product for the function, but including the mental state or experience in the purchase. Such phenomenon takes ‘what you first see’ and ‘what is first seen’ to be important. Thus, this study employed the measurement method in physiological psychology which is sight-tracking device with eye-tracking to perform effective data evaluation. To find gaze frequency and study the contents to reflect on the facade, precedent study review, survey, and case study of facade design to collect stimulants to be used in eye-tracking experiment were executed. And the eye-tracking experiment which traces the movement of eye(pupil) was performed along with post-experiment survey. As the result of analyzing gaze frequency, three points could be summarized about human sight.
First, it was found from the overall area gaze frequency analysis process that human sight forms gaze path continuously seeking for something (to enter the sight). The objective of gaze path in the space is visual interest, which are formed through repetition of sight movement and stay. The characteristics of such gaze path formation made the characteristics for gaze frequency even clearer. What was characteristic in the analysis result according to ‘average value for gaze time’ was that only 8 out of 2000 areas showed over 1 second of frequency and, and all other shoed less than 1 second of gaze time. This indicates that human sight endlessly jumps around, and that it ‘Stay’ where it has interest. This study found the average of the frequency of this ‘Stay’ in facade design.
Second, all images can be said to have drawn ‘attention’ by providing visual evidences. The sight of subjects, however, was analyzed to have deviated away from the provided image and moved outside the image as well. Such phenomenon was observed in all images except for one, and this indicates that even if people have certain ‘objectives’, people naturally show interest in the nearby surroundings beside the ‘objective’.
Third, through gaze analysis, the following conclusion was drawn about the ‘interest level of sight' for gaze frequency. The interest level can be interpreted to be higher for faster sequence, shorter entry time, longer all fixation(ms) for dwell time, faster all saccade(%), higher hit ratio, more revisits, more revisitors, longer average fixation, faster and longer first fixation, and more fixation count, and the person can be said to have felt interest faster and/or more.
This study well presents the major points to add value to the design of the space of facade based on scientific measurement/analysis data obtained through visual understanding. It is hoped that the theoretical background using eye-tracking in this study would be utilized as a more accurate and precise analysis tool for business owners or designers and be provided as the concept of visual value of expressional element, and serve as an elementary resource to deliver design value efficiently to the consumer.
Through such, this study is thought to be able to have a positive interaction with marketing by forming a theoretical background bringing utility to purchase environment and assisting in sales increase.

목차 (Table of Contents)

• 표목차 7
• 그림목차 10
• 국문초록 11
• Ⅰ. 서론 13
• 1. 연구의 배경과 목적 13
• 2. 연구의 방법과 범위 15
• 3. 연구의 진행 과정 18
• Ⅱ. 파사드디자인의 이론적 고찰 19
• 1. 파사드의 특성 19
• 1.1. 파사드와 시각적 개념 19
• 1.2. 파사드의 기능 20
• 1.2.1. 구조적 기능 20
• 1.2.2. 디자인적 기능 20
• 1.2.3. 마케팅적 기능 21
• 2. 파사드 디자인의 구성 22
• 2.1. 파사드 디자인의 구성요소 22
• 2.2. 파사드 구성의 상징성 24
• 3. 파사드 디자인의 표현적 요소 25
• 3.1. 표현적 요소의 의미 25
• 3.2. 표현적 요소의 종류 25
• 3.2.1. 물리적 요소 26
• 3.2.2. 미학적 요소 26
• 3.2.3. 상징적 요소 27
• 4. 조사(Survey)를 위한 틀 27
• 5. 소결 28
• Ⅲ. 아이트래킹의 이론적 고찰 30
• 1. 아이트래킹의 이해 30
• 2. 아이트래킹의 등장배경과 활용 33
• 3. 아이트래킹의 종류와 특징 34
• 4. 아이트래킹 실험의 분석 방법 36
• Ⅳ. 파사드디자인의 설문조사와 사례조사 40
• 1. 소비자 이해를 위한 설문조사 40
• 1.1. 목적에 따른 방법 40
• 1.2. 설문지의 구성 40
• 1.3. 설문조사의 결과 41
• 2. 실험대상 선정을 위한 사례조사 46
• 2.1. 목적에 따른 방법 46
• 2.2. 사례조사의 결과 48
• 2.3. 사례조사의 문제점과 해결점 50
• Ⅴ. 아이트래킹 실험 51
• 1. 아이트래킹 실험의 개요 51
• 2. 아이트래킹 실험의 진행 53
• 2.1. 실험의 과정 53
• 2.2. 실험 후 설문 58
• 3. 아이트래킹 실험의 결과 66
• 3.1. 시선 추적에 대한 소프트웨어 분석 66
• 3.2. 전체 영역에 대한 주시빈도 분석(Gridded AOI) 68
• 3.3. 구역 설정에 의한 주시빈도 분석(AOIs) 90
• Ⅵ. 종합 분석 112
• 1. 주시빈도에 따른 요소 분석 및 디자인 방안 112
• 2. 주시빈도에 따른 주시지점 제시 114
• Ⅶ. 결론 119
• 참고문헌 123
• ABSTRACT 125
• 부록1 (설문지) 128
• 부록2 (실험 후 설문지) 132