Research on Product Preference Image Measurement Based on the Visual Neurocognitive Mechanism

In order to obtain user’s preferred image more accurately in the process of innovative design of perceptual products, eye movement combined with EEG measurement technology is used to measure the user’s preferred image of products. Eight earpieces that met the user’s preference were used as the starting stimulus and five pairs of mutually sensitive sentimental image adjective pairs as the detecting stimulus. Based on the eye movement behavior data and EEG signals of the subjects, the participants’ preferred image orientation of earpieces was analyzed. The results show that the image words of “Complex-Concise,” “Retro-Modern,” “Smart-Heavy,” and “Lively-Serious” made the subject’s average fixation duration shorter than other words. In addition, the power of α waves captured by the left frontal channel (F3) was significantly lower than the average power of the α waves captured by the right frontal channel (F4) when the subject viewed the image words of “Concise,” “Gorgeous,” “Modern,” “Smart,” and “Lively.” It shows that user’s preferred image of perceptual products can be acquired more scientifically and effectively by using the combined physiological measurement technology of eye tracking and EEG, and reference can be provided for design applications based on user’s preferred image in the jewelry.