The Influence of Single-factor Dynamic Principles on Users’ Visual Attention Under Exper ience Discrepancies

Motion graphics design has been shown to effectively capture users" visual attention. However, it is unclear how single-factor dynamic principles affect visual attention under user experience discrepancies. Previous research has mostly focused on ordinary users, lacking comparisons with designers in terms of experience discrepancies. As a result, utilizing two-dimensional motion graphics as the research medium, we investigated the impact of single-factor dynamic principles on visual attention among different user groups. In a 4×2 between-subject experiment, 49 participants were assigned into two groups: the designer and the laymen group. Experimental data were collected through eye-tracking technology and subjective questionnaire surveys to evaluate participants" level of visual attention. Results show that elastic force, gravity, gradual speed change, curved trajectories, and more turning points are more likely to attract users" attention. The impact of driving force on visual attention is moderated by differences in user experience. Although the main effect of differences in user experience is not significant, further analysis reveals different preferences for dynamic principles between designers and laypeople. This study contributes to understanding the effects of single-factor dynamic principles on visual attention in motion graphics. It lays down the theoretical basis for future research in complex visual environments.