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Visual Attention and Cognitive Processing in Fashion Brand Pop-up Retail Environments: An Eye-Tracking Study of Spatial Design Strategies

Author(s)

Yi Zhang*, Chuling Wang*

Affiliation(s)

College of Art and Design, Shenzhen University, Shenzhen, Guangdong, China *Corresponding Author

Abstract

Pop-up retail environments have emerged as a significant strategy in contemporary fashion brand retail design, wherein visual communication and spatial design play pivotal roles in cultivating immersive consumer experiences. Nevertheless, empirical research examining how spatial design strategies influence consumer visual attention and cognitive processing remains limited. To address this gap, the present study employs eye-tracking methodology to observe the visual behavior of 34 participants across four simulated pop-up retail environments. Experimental scenarios were categorized into two design strategies — global decoration and focal spatial decoration — based on the visual intensity and spatial distribution of decorative elements. Visual attention and cognitive engagement were assessed through metrics including fixation count, fixation duration, and pupil diameter, while questionnaire data were collected to measure perceived visual appeal and purchase intention. Results indicate that product display zones attracted the highest proportion of visual attention, accounting for approximately 32% of total fixations. Compared with environments featuring evenly distributed decoration, spatially focused designs elicited longer fixation durations and more concentrated gaze patterns. Cluster analysis further identified three distinct visual engagement profiles. These findings suggest that clear visual hierarchy and focal spatial design enhance the efficiency of consumers' attentional allocation and facilitate environmental comprehension, offering empirical reference for the optimization of pop-up retail spatial design.

Keywords

Fashion Brand; Pop-up Retail Environment; Eye Tracking; Visual Attention; Design Strategy; Consumer Perception

References

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