*3.1. Design*

In this study, the following methodology was carried out to determine whether signboards influence the formation of active street images. First, photographs of streetscapes are taken for various commercial streets, and images suitable for eye-tracking experiments are selected. Second, the Image J program is used to measure the area of the signboard to classify the area of the signboard in the streetscape. This program can measure the area of a picture in pixels. Third, an eye-tracking experiment is conducted by recruiting experimenters and conducting a survey after the experiment. Finally, a statistical analysis was conducted to see if people feel a difference in the active image of the streetscape depending on the sign.

This study selects Jonggak, Insa-dong, Myeong-dong, Garosu-gil, and Gangnam as the most representative commercial areas of Seoul (Table 1). These five sites are located in the city center and Gangnam and represent commercial districts that attract both Koreans and international tourists. Jonggak, Insa-dong, and Myeong-dong are roads for mixed use, with a D:H scale of less than 2 and more than 2. Garosu-gil and Gangnam are basically separate roads for pedestrians, but there are roads for mixed pedestrians on the back road. In the case of D:H scale, Garosu-gil is a human-scale street and Gangnam is a massive scale street. The sites are suitable for extracting streetscape samples from the perspective of the street structure because they are separated and mixed with road and have various D:H scales. Eye-tracking experimental photographs were randomly taken throughout the entire section of the street through field trips in sites.

**Table 1.** Sites.
