Cognitive load influences Wristwatch??s legibility and purchase Preference: An eye tracking study

Design style may influence time-reading efficiency and user buying preference. To determine the relationship between wristwatch legibility and user buying preference, we performed an eye movement experiment on four types of wristwatches. We recorded the total fixation duration and frequency of incorrect time reports. Partic-ipants were invited to tell the precise time and rank the legibility of each wristwatch and their buying preference. Results showed the total fixation duration of the four types of wristwatches was significantly different. Similar results were found for the legibility scores, the error frequency of time reports and the buying preference scores. We found the legibility score was negatively correlated with total fixation duration and error frequency but positively with the buying preference score. These results demonstrated that legibility should be prioritized when designing wristwatches, and better legibility leads to greater popularity. This research elucidates the importance of watch design, especially for wristwatch designers.