Analysis of oculography data using an adaptation of the velocity threshold identification algorithm to study the influence of black color of objects on visual attention prioritization
Abstract
Analysis of oculography data using an adaptation of the velocity threshold identification algorithm to study the influence of black color of objects on visual attention prioritization
Incoming article date: 13.01.2025The term "oculography" (eye tracking) describes a technological method used to record eye movements in real time. This technique allows researchers to analyze the focus of subjects' attention on various interface elements. Color is a powerful tool for attracting attention. Understanding which colors first attract attention allows marketers to correctly place accents on visual stimuli, such as advertising materials that feature clothing of different colors, in order to improve the experience of interaction of a potential consumer with this content. The purpose of this work is to determine the effect of the black color of clothing on the priority of human attention. To achieve this goal, experiments were conducted in which the gaze of subjects was tracked using a webcam while they studied an experimental image. The analysis of the final experimental data obtained using the adapted velocity threshold identification algorithm showed a high attention priority for the black color of clothing. In 87.5% of cases, attention was paid to it first, while the gender of the subject did not play a significant role in this perception. The obtained results can help in the development of research aimed at improving the efficiency of information perception.
Keywords: oculography, velocity threshold identification algorithm, eye tracking technology, attention priority, region of interest, time to first fixation, advertising, clothing, color