‘프랙탈’ 시각 디자인의 시각적 주의력에 관한 연구 -자동자 포스터 디자인을 중심으로-

Fractal Design is an ingenious visual design form based on the characteristics of fractal art and has a very strong visual impact. Fractal design is increasingly being applied to car poster design as a form of new visual design. This study analyzes the characteristics of the visual attention of ‘fractal’ poster design with the automobile poster design as the research object. The purpose of this study is to discover the effect of ‘fractal’ poster design on consumers’ visual attention. Among them, research on visual attention mainly studies the rationality of visual attention, the degree of concordance of visual attention, and the degree of visual attention fatigue. This study conducted a survey analysis of three types of car poster designs targeting consumers, and analyzed eye movement tracking technology experiments using an eye movement meter for 30 potential car consumers. The research results that appeared through the same shopping environment and marketing scene are as follows. First, in terms of rationality of visual effects, the order of gaze fixation of visual attention in ‘fractal’ type car poster design is more reasonable. Second, the visual attention distribution ratio of the ‘fractal’ type car poster design fits better in the degree of visual effect conformity. Third, as for the fatigue of visual effects, the visual attention fatigue of the ‘fractal’ type car poster was designed to be lower. Research has shown that designers are encouraged to use the visual effects of ‘fractals’ when designing car posters. Such a design effect is a great help to the actual advertising strategy by inducing the consumer’s visual interest and increasing the likelihood of persuading the consumer.