การวิเคราะห์พฤติกรรมการมองและการรับรู้ภาพโลโก้เชิงสิ่งแวดล้อม โดยใช้เทคนิคการติดตามการเคลื่อนไหวของดวงตา  และความหนาแน่นของจุดจ้องมอง

Catthaleeya Rerkpichai; Singh Singkhajorn; Prapawis Panassupsuk; Sanpach Jiarananon; Sainil Somboon; Worasiri Pholcharoen; Piangthida Serisuthikulchai; Natthakan Kaewkham; Phimporn  Phanthong

Authors

Catthaleeya Rerkpichai Faculty of Management Science, Bansomdejchaopraya Rajabhat University
Singh Singkhajorn Faculty of Management Science, Bansomdejchaopraya Rajabhat University
Prapawis Panassupsuk Faculty of Management Science, Bansomdejchaopraya Rajabhat University
Sanpach Jiarananon Faculty of Management Science, Bansomdejchaopraya Rajabhat University
Sainil Somboon Faculty of Management Science, Bansomdejchaopraya Rajabhat University
Worasiri Pholcharoen Faculty of Management Science, Bansomdejchaopraya Rajabhat University
Piangthida Serisuthikulchai Faculty of Management Science, Bansomdejchaopraya Rajabhat University
Natthakan Kaewkham Faculty of Management Science, Bansomdejchaopraya Rajabhat University
Phimporn Phanthong Faculty of Management Science, Bansomdejchaopraya Rajabhat University

Keywords:

Logo Design, Sustainability, Eye-tracking, Consumer Perception, Eco-friendliness, Biophilic Design

Abstract

Eco-friendly product logos play a pivotal role in communicating sustainability values. This research analyzes visual behavior toward the "Paper Regen" logo using eye-tracking technology, manual attention mapping, and perception questionnaires. The results indicate that the central loop of the letter "R" garnered the highest visual attention (62.4% fixation), with a scanning sequence of R → Paper → Regen and an average Time to First Fixation (TTFF) of 0.73 seconds. Questionnaire data reflects that the logo effectively communicates "naturalness" and "eco-friendliness" ($M = 4.72$ and $4.61$, respectively). Furthermore, a moderate-to-high correlation was found between these perceptions and fixation duration ($r = 0.61, p < 0.01$). Design recommendations include the use of green color palettes, organic shapes, paper-like textures, and strategic element placement to enhance visual appeal. These findings align with Visual Hierarchy theory and Eco-Aesthetic Design principles.

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