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article in IJSW journal

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Ming Tang’s paper. Analysis of Signage using Eye-Tracking Technology is published at the  Interdisciplinary Journal of Signage and Wayfinding. 02. 2020.

Abstract

Signs, in all their forms and manifestations, provide visual communication for wayfinding, commerce, and public dialogue and expression. Yet, how effectively a sign communicates and ultimately elicits a desired reaction begins with how well it attracts the visual attention of prospective viewers. This is especially the case for complex visual environments, both outside and inside of buildings. This paper presents the results of an exploratory research design to assess the use of eye-tracking (ET) technology to explore how placement and context affect the capture of visual attention. Specifically, this research explores the use of ET hardware and software in real-world contexts to analyze how visual attention is impacted by location and proximity to geometric edges, as well as elements of contrast, intensity against context, and facial features. Researchers also used data visualization and interpretation tools in augmented reality environments to anticipate human responses to alternative placement and design. Results show that ET methods, supported by the screen-based and wearable eye-tracking technologies, can provide results that are consistent with previous research of signage performance using static images in terms of cognitive load and legibility, and ET technologies offer an advanced dynamic tool for the design and placement of signage.

Issue

Vol 4 No 1 (2020): Roads, Interiors, Graphics, and Research Technology  
Interdisciplinary Journal of Signage and Wayfinding.

ACKNOWLEDGMENT
The research project is supported by the Strategic Collaborative/Interdisciplinary Award of the University of Cincinnati. Thanks to the support from Professor Christopher Auffrey, students from ARCH7014, Fall 2019 semester, ARCH8001 Spring 2019 semester, and ARCH4001, Fall 2018 semester at the University of Cincinnati.

For more information on the wearable ET, screen-based ET, and VR-ET, please check out our research website, or contact Prof. Tang.

 

publication in Urban Rail Transit journal

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Paper published in the Urban Rail Transit journal

Tang, Ming, and Christopher Auffrey. “Advanced Digital Tools for Updating Overcrowded Rail Stations: Using Eye Tracking, Virtual Reality, and Crowd Simulation to Support Design Decision-Making.” Urban Rail Transit, December 19, 2018. https://doi.org/10.1007/s40864-018-0096-2.

This paper describes an innovative integration of eye-tracking (ET) with virtual reality (VR), and details the application of these combined technologies for the adaptive reuse redesign of the Wudaokou rail station in Beijing. The objective of the research is to develop a hybrid approach, combining ET and VR technologies, as part of an experimental study of how to improve wayfinding and pedestrian movement in crowded environments such as those found in urban subway stations during peak hours. Using ET analysis, design features such as edges, and color contrast are used to evaluate several proposed rail station redesigns. Through VR and screen-based ET, visual attention and related spatial responses are tracked and analyzed for the selected redesign elements. This paper assesses the potential benefits of using ET and VR to assist identification of station design elements that will improve wayfinding and pedestrian movement, and describes how the combination of VR and ET can influence the design process. The research concludes that the combination of VR and ET offers unique advantages for modeling how the design of rail transit hub interiors can influence the visual attention and movement behavior of those using the redesigned station.  This is especially true for crowded conditions in complex interior spaces. The use of integrated ET and VR technology is shown to inform innovative design approaches for facilitating improved wayfinding and pedestrian movement within redesigned rail stations.

Full paper: download PDF, read HTML

Check out Tang’s eye-tracking research with transit hub design studio ARCH4002, Spring 2018.

Interview featured at the Building Design + Construction magazine

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Ming Tang’s interview was featured in the article “The human touch“, by David Malone, editor of the Building Design + Construction magazine. Vol. 31. 04. 2018. The issue is about the TECH REPORT 5.0: Cognitive Architecture, Artificial Intelligence, Real-time Rendering, Digital Media.  Tang discussed the emerging research on eye-tracking and way-finding in Architecture and interior design.