An Innovative Experimental Method for Evaluating the Effectiveness of Visual Design Based on Eye-Tracking Technology
TL;DR
Gaze retracing rate is negatively correlated with semantic comprehension accuracy, supporting continuous evaluation from perception to cognition, and the method effectively differentiates design effectiveness under different contrast ratios.
Abstract
To overcome the limitations of conventional design assessment in capturing instant cognition and visual dynamics, this paper proposes a multimodal evaluation method for visual design effectiveness based on eye-tracking technology. By integrating dynamic region-of-interest sequence analysis with retrospective cognitive attribution, the method captures both the spatial flow and temporal dynamics of visual attention. A contextual task is designed to simulate realistic viewing behavior while maintaining experimental control, guiding participants through goal-oriented browsing under standardized presentation conditions. Dynamic region-of-interest sequence analysis is then used to measure gaze retracing rate and evaluate the clarity of information hierarchy. Retrospective interviews and visual entropy analysis are combined to link objective eye-movement trajectories with subjective semantic interpretation. Experimental results show that the method effectively differentiates design effectiveness under different contrast ratios. The high-contrast group has the shortest initial fixation time (180 ± 38 ms) and the lowest gaze retracing rate (26.1 ± 5.9%). Gaze retracing rate is negatively correlated with semantic comprehension accuracy (r = -0.81), supporting continuous evaluation from perception to cognition.