Abstract: Song brocade bags primarily feature silk fabrics with rich patterns and vibrant colors, and their unique traditional weaving techniques have been listed as a world-class intangible cultural heritage. Song brocade has made its way into daily life through such forms as clothing, bags and scarves. However, currently, most displays of Song brocade bags fail to present their features to consumers by taking advantage of different light sources and viewing angles based on the characteristics of Song brocade fabrics. Consequently, their exhibition has been overlooked. This study uses eye-tracking technology combined with subjective questionnaires to explore the impact of the display effects of three models of Song brocade bags on consumers' visual preferences under two factors: light sources and viewing methods. Eye-tracking technology is used to obtain eye-movement data under different display conditions and analyze its influence on consumers' visual preferences, while questionnaires are used to supplement the experiment. This study is of great significance for attracting consumers, increasing the purchase rate of Song brocade bags, and promoting Song brocade culture to consumers.
The research results show that displaying these three models of luggage under warm lighting most effectively captures consumers' attention. Specifically, for Model A with multicolored all-over patterns, consumers prefer to view it under cold light sources. For Model B with single patterns and Model C with single-color all-over patterns, consumers prefer to view them under neutral light sources. There is no significant difference in consumer visual preference between strip light sources and spot light sources in terms of display, but strip light sources are more effective at attracting consumers' attention. Model A is best displayed at eye level, while Models B and C are best displayed from a top-down perspective. Therefore, in displaying bags, it is advisable to place bags with single-color all-over patterns at eye level and bags with single patterns or single-color all-over patterns within the lower visual range where consumers can see by looking down; most consumers do not prefer looking up. For the three models of Song brocade bags, consumers prefer the side display. Especially for the more three-dimensional Model C, displays from different angles have a greater visual impact on consumers. Therefore, in displaying bags, more three-dimensional pieces should be displayed with the front facing at an angle. For all three models, consumers prefer to view them at a close distance, allowing them to see the complete design of the bag as well as the patterns in detail.
The research provides reference for the display design of Song brocade bags, enabling enterprises to optimize display conditions based on consumers' visual preferences. This, in turn, showcases the charm of Song brocade bags, enhances consumers' purchase intention, and promotes the inheritance and development of Song brocade culture. For example, in the choice of light sources, appropriate light sources should be chosen according to the pattern characteristics of different styles of Song brocade bags. In terms of display angles, bags should be placed at angles preferred by consumers to make them more attractive. In actual displays, the layout should be adjusted according to the space and the number of bags to ensure they are presented in the best possible way, providing consumers with a good viewing experience. This not only helps enterprises increase sales but also spreads Song brocade culture to a wider audience.

Key words: Song brocade bags, pattern, display, light source, viewing method

摘要： 宋锦箱包表面以纹样丰满、颜色丰富的丝绸面料为主，而线下宋锦箱包店陈设多未能结合光源及展示角度很好地展现其特色。为将宋锦箱包特色更好向消费者呈现，以宋锦箱包为例，利用眼动追踪技术结合调查问卷，对宋锦箱包的展陈从光源及观看方式进行视觉感知和评价。结果表明：暖光源展示最能吸引消费者注意力；两种不同光源形式的展示对消费者的视觉偏好没有明显影响；对多色满地纹样箱包，消费者更青睐在与视线平齐的区域内观看，对单独纹样及单色满地纹样箱包，消费者更青睐以俯视角度观看；关于不同视角下观看，消费者更青睐箱包侧面展示，且更喜欢近距离展示。研究结果可为线下宋锦箱包展示提供借鉴。

关键词: 宋锦箱包, 纹样, 展示, 光源, 观看方式