AN EYE-TRACKING SUPPORTED INVESTIGATION into the ROLE of FORMS of REPRESENTATION on DESIGN EVALUATIONS and AFFORDANCES of ORIGINAL PRODUCT FEATURES

Abstract

The paper investigates the relationship between the forms through which products are represented and the outcomes of evaluations made by observers. In particular, the study focuses on perceived affordances of creative designs, meant as the capability of capturing original elements and corresponding functions, for products presented through static images or videos. Also thanks to the use of Eye Tracking, the experimental results show how dynamic effects that involve salient aspects of products, as well as creative features, are critical to observers' capability of capturing design intentions.