1. Visual Search of Food Nutrition Labels 第一組 組長： 工設系 黃郁方 組員： 資訊系 陳麒琛心理系 鄭暘融 工設系 楊文瑜心理系 楊祝賢 物理系 郭濬德 • Joseph H. Goldberg, Claudia K. Probart and Robert E. Zak

2. Outline • Introduction - Forward - Eye Tracking - Objective • Method - Participants - Stimuli - Procedure • Result • Discussion 物理系 郭濬德

3. Forward

4. Forward

5. TOP(2target) Forward Middle(10target) Bottom(4target)

6. Introduction - Forward - Eye Tracking - Objective • Method - Participants - Stimuli - Procedure • Result • Discussion 工設系 黃郁方

7. Eye Tracking Eye tracking: -fixation location -fixation duration or dwell time -frequency -scan path

8. Eye Tracking Miss or wrong -constrained poster -intuition fatiguing

9. Introduction - Forward - Eye Tracking - Objective • Method - Participants - Stimuli - Procedure • Result • Discussion

10. Objective Factors:-alignment/anchoring lines -expertise -label sizes -target location Goals: 1.The benefits of eye tracking as a methodology for display evalation 2.Identify condition factors leading to good or poor target search on nutrition labels.

11. Introduction - Forward - Eye Tracking - Objective • Method - Participants - Stimuli - Procedure • Result • Discussion 工設系 楊文瑜

12. Participants mean 31.6 years mean 31.6 years

13. Introduction - Forward - Eye Tracking - Objective • Method - Participants - Stimuli - Procedure • Result • Discussion

14. Stimuli -10 sets - Label target(improve readability): Font , Size, Helvetica, the same width/height - Label condition manipulations :line presence and widths, and variations in the length of the label in addition to the current label. : serving size, calories, nutrition, vitamins and minerals, and typical 2000- and 2500-calorie diets. full label : (a) calories from fat, (b) saturated fat, (c) cholesterol, (d) dietary fiber, and (e) the nutritional footnote for typical 2000- and 2500-calorie diets. abbreviated label

16. Introduction - Forward - Eye Tracking - Objective • Method - Participants - Stimuli - Procedure • Result 心理系 張祝賢 • Discussion資訊系陳麒琛

17. Procedure 紀錄眼動 • 30 trials/ block, 6 blocks • Response by eye movement Response Label + + Q time Question 1s or 3s or 5s 4000ms

18. Introduction - Forward - Eye Tracking - Objective • Method - Participants - Stimuli - Procedure • Result • Discussion

19. Result • Line, participant, target location

20. Result • Error trials (83 of the 1800 trials) • capturing fixations time: C > F (46ms) • Search time: C > F (159ms) • speed-accuracy trade-off

21. Result Lable Line Condition Lable Size xLable Line Condition

22. Result • Experience xLable Size x Lable Line Condition • Target Locationx Lable Line Condition

23. Introduction - Forward - Eye Tracking - Objective • Method - Participants - Stimuli - Procedure • Result • Discussion心理系 鄭暘融

24. Discussion Food nutrition labels rapidly identify nutrients compare similar products Eye tracking methodology observer’s search strategies accurately define the end of target search(saccades) the start of target processing(capturing fixation)

25. Discussion Observer’s search strategies Less experienced → first fixation near anchoring line Highly practiced → landing near the intended target item Label format partial anchor lines and full labels → faster label size ≠ search time and number of fixations

26. Discussion Health and Warning label traditional evaluations testing recall recognition reaction time preference surveys Extensions for Eye tracking methodology warning labels graphs versus tables

27. Thanks for your listening！