Eye-tracking technology

Eye-tracking technology

The understanding is behind your eyes: Implementation of the eye-tracking technology in architecture and interior design.



Can the physical environment be designed to improve man’s emotional state? Today, most architects commonly agree that architectonical spaces (including medical,co-working, educational and recreational spaces) should offer a more user-friendly environment. There are many ways to achieve this goal, but typically they include the use of soothing colors, attractive spatial arrangement, pleasant lighting, etc. Using an empirically verified and clearly defined set of emotional comfort, safety, and attractiveness design principles and process recommendations will ensure that all participants of the design process share a common goal and focus on the end user’s wellness.

We use our eyes for a multitude of everyday tasks, from driving a car to shopping online. Eye-tracking technology gives researchers and academics the opportunity to understand more about these activities, whether in marketing, developing strategies to better direct potential customers, or in software development, finding better ways for people to interface with computers. Designers know implicitly that certain things, like strong imagery and high contrast colors, will grab a viewer’s attention. But the value of the eye-tracking technology is that it shows that even within commonly held standards of good design, there are some approaches that work better, and more consistently, than others. In tracking attention-grabbing design, this seeks to quantify user experience by viewing design and functionality through the user’s eyes. 

In Scientific Design Lab, we believe that this innovative technology will perfectly fit in architecture and interior design and our customers will mostly benefit from eye-tracking technology outstanding features and abilities, such as eye gaze position, head position, pupil diameter, blink rate, and from more combined tools providing access to heart-rate and galvanic skin response. All that will guarantee that the potential project gains the real response from the client’s “body and soul”.

Even on the preliminary 3d visualization stage, we will be ready to evaluate the most crucial areas of the future project, its focuses of interest and weak points. Correctly identify where improvement is a must and which elements draw the ultimate attention of the audience. This way interior design and architecture at our end, are expected, to develop space that can teach, educate, inspire, produce emotions, or even have therapeutic effects on people and fill this space with the elements that will positively contribute to people’s well-being and, consequently, to their health.

Based on the scientific data accumulated over the years of researches using the eye-tracking technology we can state that:

  • The changes in pupil size (dilation and constriction) correspond to brain activity in several domains, including emotional arousal.
  • The relationship between pupil size and emotional reactions is confirmed by the fact that pupil dilation is linked to the activation of the sympathetic or parasympathetic nervous systems.
  • Visual perception patterns were related to emotional reactions
  • Changes in pupil size can also be a measure of stress experienced in reaction to visual materials.

The eye-tracking technology provides access for all this data, so we can truly consider the pupil diameter as an index of emotional reactions evoked by different architectural space visualizations, dealing with the eye-tracking as a method helpful in diagnosing the significance of the emotional space is justified, and can also be an effective tool for early diagnosis of the impact of architectural space on the well-being of individuals. The architectural space can have a diverse emotional significance and impact on an individual’s emotional state. This is an important conclusion from the point of view of optimizing the client’s experience and creating a so-called supportive and healing environment.

It can be a good method for testing the emotional significance of architectural designs before they are implemented.

Designing interiors is no longer just an exercise at the drawing board followed by a green light from a handful of execs. Today, it’s all about eye-tracking, brain-monitoring, and hard data, which are going hand in hand in our everyday projects in Scientific Design Lab!