Effects of color of book cover and typeface of title and author name on gaze duration and choice behavior for books: evidence from an eye-tracking experiment

This study explores the effect of color of book cover and typeface of title and author name on human gaze behavior while browsing bookshelves. An eye-tracking experiment was performed with 23 participants, using a wearable eye-tracker and 96 books. The difference of gaze duration time and the number of book subjects chosen was analyzed in two categories: between warm color book covers and cold color ones, and between Ming-style typeface and Gothic typeface. Results showed no effect of book cover color on gaze duration and user choice. However, typeface of book title and author name had an effect. It was revealed that Gothic typeface was more attractive if book titles had meaning.