Eye movement and recall of visual elements in eco-friendly product

Abstract

This study aims to explore the distribution of visual attention on sustainability graphics when viewing an eco-friendly product and the recall of sustainability information afterward. Twenty-five students majoring in environmental studies and twenty-five students from non-environmental majors participated in the study. They were further divided into a higher group and a lower group based on their sustainability level. Participants viewed diagrams of an eco-trash boat design with sustainability graphics and a 15-page design description. Their eye-movement data and verbal reports on the recall of sustainability information were collected. Higher sustainability group had higher fixation count in sustainability graphics. Non-environmental majors had a shorter time to first fixation to sustainability graphics, and there was an interaction effect. Environmental students detected graphics faster in the lower group, but the opposite occurred in the higher group. Higher-sustainability non-environmental students were quicker, while the reverse was true for environmental students. In terms of recalling sustainability graphics, the higher group scored higher, while environmental majors scored higher in recalling sustainability features. In the recall coding, the most frequently mentioned terms were "green," "plant," "vivid," and "eco." The study offers new insights into sustainable development and provides design recommendations for eco-product designers.