Impact of Neurofeedback on Emotional Response to Visual Communication Design

The theoretical development of user experience is motivated by the increasing significance of user-centric design and the crucial role of emotional engagement. Neurofeedback has become a reliable technique for deciphering the fundamental brain mechanisms associated with emotional states, especially those induced by external stimuli. We suggest gathering and examining the dynamic interaction of eye-movement activity using neurofeedback methods, enabling a more comprehensive understanding of how visual design elements provoke emotional responses. Following the experimental framework of this study, participants see the diverse range of visual stimuli by carefully including various design elements, such as colour schemes, shapes and pictures, as well as layout modifications. Simultaneously, an eye-movement tracker is employed and gathers immediate eye-movement patterns. The neurofeedback responses enable a comprehensive understanding of emotional responses toward visual stimuli. The collected data includes quantitative measurements obtained from the eye-movement tracker and qualitative feedback from participants. The findings are meticulously examined to discern patterns and linkages between the neurofeedback and emotional responses.