EYE-TRACKING ANALYSIS OF VISUAL DESIGN PREFERENCESIN BOARD GAME SELECTION:INTEGRATING COGNITIVE ATTENTION AND MEMORY RETENTION FOR EFFECTIVE LUDIC INTERFACE DESIGN

Abstract
This empirical study examines the relationship between visual design preferences and cognitive retention in board game evaluations using eye‑tracking technology combined with structured recall interviews. Sixty participants (N = 60) viewed four distinct illustration styles (cartoonish, modern, doodle drawing, and animated/3D) while gaze data were recorded using the Tobii VT3 Mini and iMotions software, followed by a cognitive recall assessment 10 minutes post‑exposure. Participants subsequently evaluated four board game designs differing in illustration style, color saturation, and visual complexity. Results show that cartoonish illustrations were the most liked style (30%) and that Animated/3D styles achieved perfect recall (100%), while Modern and Doodle Drawing styles also demonstrated high engagement and memory performance. High‑saturation warm‑color designs were consistently preferred and more memorable than low‑saturation alternatives, with simplified, visually clear designs (Design 4) recalled with the highest accuracy. Qualitative feedback highlighted simplicity, clarity, and color vibrancy as primary drivers of preference. These findings provide empirical evidence for how visual design elements influence attention and memory in simulation board interfaces and offer actionable recommendations for optimizing visual
aesthetics to enhance user engagement and cognitive retention. The study contributes to the emerging field of neuro‑ludic design, with implications for both analog and digital game design practices.