Image visualization: Dynamic and static images generate users’ visual cognitive experience using eye-tracking technology

This paper discusses the influence of dynamic images and traditional static images on user perception in web interface visualizations of products. First, thirty graduate students in industrial design participated in an eye-tracking experiment, performing visual imagery (VI) tasks of the product images with different presentation formats and durations. The results of eye movement experiment show that the visual cognitive effect was better for the dynamic images than the static image, and the efficiency of visual search was improved. However, the emotional experience of viewing dynamic images was substantially affected by the presentation time. Secondly, there were significant differences in the cognitive level and emotional experience of the users between the dynamic images with different presentation times. The optimal perception experience was observed at a presentation time of 9000 ms, indicating that the subjective responses of the users’ questionnaire survey did not represent the actual cognitive needs of the users. This study provides a scientific basis for product designers to achieve an improved browsing experience of their products.