眼动仪在服装面料色彩视觉评价中的应用

Application of eye tracker in visual evaluation of apparel fabric colors

针对目前服装面料色彩视觉评价领域存在主观评价不准确、难以与客观评价相联系的问题,将眼动仪应用在该领域进行研究。首先分别以色系和明度为单一变量设计了仿真面料及三维模拟服装;然后用所述面料及服装进行眼动追踪实验,并对受试者进行主观喜好的问卷调研;最后对具有相同色彩要素的面料和服装的客观注视与主观喜好进行相关性分析。结果显示:服装色系注视时间与主观喜好的相关系数为0.744,大于面料色系注视时间与喜好程度的相关系数0.448,与明度变量结果一致;使用眼动仪可建立客观注视与主观喜好间的联系,并且以服装为评价载体能够更有效地反映消费者主观意识中服装面料的整体效果,具有更大的视觉营销价值。

In view of inaccurate subjective evaluation and difficult relation with objective evaluation of apparel fabrics color visual evaluation, the application of an eye tracker in this field was studied. Firstly, the simulated fabrics and 3-D simulated garments were designed with color scheme and lightness as the single variables. Then the fabrics and garments were adopted to carry out eye tracking experiments for fixation data, and questionnaires for subject′s subjective preference were carried out. Finally, the correlation analysis of objective fixation data and subjective preference on fabrics and garments with the same color elements was carried out. It is found that the correlation coefficient between the fixation time and the subjective preference of the garments color scheme is 0.744, which is greater than that of the fabric color scheme 0.448, consistent with the results of the lightness variable. Therefore, the eye tracker can be adopted to establish a correlation between objective fixation and subjective preferences, and garments can more effectively reflect the overall effect of the apparel fabrics in the subjective consciousness of consumers, and has greater visual marketing value.