Abstract
Throughout human history, clothing and jewellery has served both functional and symbolic purposes. This study pays attention to whether biological genders have different paradigms of visual information processing concerning clothing and jewellery. In this study 20 participants viewed a series of photos and the viewing behaviors were recorded by an eye tracker. According to the eye tracking data, that both females and males paid similar levels of attention on detail decorations. And females showed higher detail information processing capability. At the same time, both genders paid more attention to models’ faces over jewellery in close-up facial photos. Potential reasons of above findings are also discussed. The results of this study can help shed light on the aesthetic appreciation of females and males. And findings can further benefit the fashion industry which facilitates product design and marketing strategy.
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