Eye Perception Difference Between the Conservative and the Liberal : Verification of Personal Tendency using Eye-tracking Machine

Measuring and evaluation of audience's visual message perception are crucial process for scientific production of visual content. This study tried to evaluate the difference of viewer's awareness of visual object depends on his or her inherent characteristics like conservatism using an eye tracker system. Especially, this experiment tested research questions about positive correlation between conservatism and peoples' eye movements following the sound visual messages. 57 subjects participated in the test. Two different groups were exposed to two visual elements representing 'the conservative' and 'the liberal'. The results showed that people tended to have different way of seeing visual objects according to their inherent characteristics. Also by comparing the gaze time at the object and area of interest(AOI) in visual, this study is able to verify the existence of 'positive way of seeing' and 'negative way of seeing'. The two different ways of seeing have their own trail of eye movement.