**4. Analysis and Results**

The gender of the participants was 21 males and 12 females, 17 in their 20s and 16 in their 30s. Among them, 20 people were studying related majors or working in the field, and 13 were non-majors. Table 4 shows the average number of gazes was 43.5 when looking at the picture, with an average of 178.346 for the Saccade, which indicates the distance of the eyeball, and 0.213 s for each gaze. According to the eye-tracking characteristics of the signboard extracted through the AOI setting, the number of gazes was 17.24 s, the fixed time of gaze was 2.542 s, and the number of revisits was 8.392 times. The participants' street satisfaction averaged 3.23, the signboard satisfaction was 2.97, the aesthetic quality of the streetscape was 3.29, the dynamic image was 3.42, the interesting image was 3.32, and the complexity of the streetscape was 2.95.

The fixation time for each streetscape element was the highest at 5.86 s for buildings, 2.54 s for signboards, and 0.91 s for green areas and the shortest was 0.24 s at floors (Table 5). However, the building's gaze time includes signboards and show windows, so the participants are considered to have the highest gaze time for the building and the signboard.


**Table 4.** Mean and standard deviation.

In addition, 24 people selected signboards which were the highest in the question about the most important landscape elements when looking at the streetscape. Next was green space (14 people), street structure shape (12 people), and floor (11 people). In streetscapes, signboards appear to attract people's attention and be an important factor in recognizing the streetscape.

After classifying the signboard into two groups (HSG, LSG) according to the high and low area of the signboard in the streetscape, we checked whether the gaze characteristics of people changed using the *t*-test. Table 6 shows those results. As a result of the analysis of the number of fixations, fixation time, and saccade, which are basic gaze movements between the two groups, only saccade (*p* < 0.05) was significant. The gaze movement distance appeared longer in LSG than in HSG. The gaze movement distance appeared shorter because the number of signboards and the amount of data that came into the eyes was higher when the area of signboards was wider.

**Table 5.** Fixation time to streetscapes elements.


When looking at the AOI result value for the signboard, basically, in the gaze movements the number of fixations to signs (*p* < 0.01), fixation time to signs (*p* < 0.01), and revisit of fixation to signs (*p* < 0.01) are all significant, confirming that there is a difference between the two groups.


**Table 6.** Gaze pattern analysis using *t*-test.

\* *p* < 0.1, \*\* *p* < 0.05, \*\*\* *p* < 0.01.

The results of confirming the difference in images between the two groups are shown in Table 7. First, LSG was high in terms of street satisfaction, signboard satisfaction, and aesthetic qualities of the streetscape. This is a negative effect of the signboard on the street environment and has been confirmed in prior studies. However, HSG is higher than LSG in dynamic and interesting images of the streetscape. The presence of signboards seems to have the effect of giving interest, fun, and dynamic images to the streetscape. In addition, people perceived more complex streetscapes when signboards were located high in the verification of complexity differences. While the appropriate level of complexity in streetscape can be attractive, excessive complexity can have a negative effect.

**Table 7.** Street images and satisfaction analysis using *t*-test.


\* *p* < 0.1, \*\* *p* < 0.05, \*\*\* *p* < 0.01.
