Investigating Influence of Visual Elements of Arcade Buildings and Streetscapes on Place Identity Using Eye-Tracking and Semantic Differential Methods

This study explored the overall visual elements of arcade buildings and streetscapes from the perspective of tourists and then evaluated their influence on the identity and emotion of places. The scope of the research was to take the arcade building in the port area of Shantou Small Park in Guangdong, China, and apply the eye-tracking experiment method and semantic difference method. This entailed collecting the eye-tracking data of 16 people, implementing 334 questionnaires for evaluation, verifying the correlation between the visual elements and place identity emotions, and then screening out the visual elements that affect place identity through correlation analysis and multiple linear regression analysis. The results show that plaque text morphological richness (p = 0.045 < 0.05, and the regression coefficient B = 0.146), the color brightness of plaque text (p = 0.031 < 0.01, and the regression coefficient B = 0.171), window morphological richness (p = 0.038 < 0.05, and the regression coefficient B = 0.106), window color brilliance (p = 0.047 < 0.01, and regression coefficient B = 0.094), and plant color brilliance (p = 0.029 < 0.05, and the regression coefficient B = 0.154) are five visual element evaluation factors that have a significant correlation with the identity and emotion of places. Although the fineness of architectural decoration is negatively correlated with place identity, it is not obviously significant. The research results provide reference for the visual control design of arcade buildings.