Abstract
This experimental study measures the emotional and physiological responses of customers as to cafe facade design. It is done through eye-tracking and EEG response experiments. Specifically, their visual concentration and EEG concentration are analyzed in line with their facade preferences. The findings are as follows. First, the correlation between their facade preferences and visual concentration on facades is as follows: Highly preferable facades have a lower visual concentration frequency than the less preferable facades. Second, an analysis of $12{\times}12$ lattice division of facades shows that all facades have a high visual concentration for signs. The exceptions are F(6), F(7), F(8), and F(10). There is no correlation between the facade preferences and visual concentration behaviors for particular facade elements. Third, an analysis of prefrontal lobe's facade concentration shows that there is no correlation between the preferences and EEG concentration. However, there are big differences in the prefrontal lobe activity of 12 subjects depending on the facade. In particular, nine of them (3, 9, 13, 14, 15, 28, 36, 38, 43) show an activated prefrontal lobe as to the highly preferable facades-F(1), F(2), F(3), and F(4). However, such activation is not detected on the less preferable facades-F(9), F(10), F(11), and F(12).
