Research on dynamic visual attraction evaluation method of commercial street based on eye movement perception

Abstract

Commercial streets play an essential role in urban public life, and their appearance constitutes an important visual attraction, which can attract people to form high-quality and active public spaces. However, in the traditional design analysis methods, limited by the existing evaluation tools, the key content of visual attractiveness analysis under dynamic conditions has rarely been paying attention to. Given this, this research adopts both objectivity and real-time eye movement perception technology to construct an evaluation method based on dynamic visual attractiveness-through the application of virtual reality technology to construct a virtual scene of a typical commercial street and detect the user’s actions in it Eye movement at a time and physiological parameters such as the number of fixation points, fixation duration, and pupil diameter changes.This paper takes the main commercial street in Huanggaihu Town in Hubei Province of China as an example to analyze the visual attraction caused by different design methods.Therefore, from the four aspects of material, shape, line, and vegetation, design suggestions for the reasonable distribution of visual attractiveness in the commercial street space design are proposed to provide useful enlightenment for the vast towns’ commercial street space design.