Abstract
Observation about space is looked steady in an instant, but in continuous movement, one's observation unconsciously stays at different points. In department store, customer actually observes around the store for buying, not focusing on certain point. By studying customer's movement and observation feature, buying desire and interest can be found. For analysis of the different searching-features according to the continuous-observation depending on sex, the study is set up to record movements of customers at women in Department store. The following are the findings. First, Men observed 0.2-0.4 units more in I-II section which are assumed as predominant. The result shows that men can focus on more section (around +0.4%) and longer (around +5.7%) than women do. Second, the same feature of observation depending on sex is that both men and women observe left and right section while keep focusing on middle section. Third, according to the fact that right-focused observation magnificently occurred in the image curved to right, the Space-composition has influenced on the observation of both men and women on the space. Forth, excessive number of display can cause avoidance of observation. Moreover, observation does not stay on the coverage due to wall or post, but is attracted to the brand name. As brand name causes right-focused observation in the image [(8)], brand name can be one of the reasons to attract observation in women apparel store. To sum up, this study is noticeable as it researches about continuous-observation. Furthermore, verifying the result that the composition of space and the placement of products can cause big differences in the observation feature is meaningful outcome.