https://doi.org/10.31449/inf.v42i3.2424 Informatica 42 (2018) 467–475 467
  
Empirical Study on the Optimization Strategy of Subject Metro 
Design Based on Virtual Reality 
Zhendong Wu 
College of Mechanical Engineering and Automation, Huaqiao University, Xiamen, Fujian 361021, China 
E-mail: zdongwuhqu@yeah.net 
 
Technical Paper 
Keywords: virtual reality eye movement, visual attention, theme subway, design strategy 
Received: August 23, 2018 
A three-dimensional simulation interactive virtual scene was established taking the theme subway in 
Chengdu and Guangzhou as the typical case, and the standard metro in Xiamen as the reference.  An 
experiment was designed using virtual reality built-in eye movement equipment and following the 
principle of visual attentiveness. The conscious and unconscious visual behaviors of users were 
analyzed and the impacts of different design methods on user experience and behaviors were analyzed. 
This study extracted the key elements of the theme subway design and recombine them to compared the 
design of facilities at the same position but in different themes and the design of space interface at 
different positions but in the same theme. Moreover, optimization strategies were put forward for the 
design of theme subway space to enhance the availability of the design. 
Povzetek: Predstavljena je virtualna študija za učinkovito predstavitev podzemnih kitajskih železnic 
uporabnikom. 
1 The status of internal design of 
theme subway 
According to the statistics of China's rail transit network, 
24 of 30 cities which have subway have opened theme 
subway, and 69 themes are included [i]. Theme design 
refers to a design method of setting up a series of scenes 
or events in the form of visual creativity by means of 
narrative techniques to establish a transfer link with 
audience. Theme subway which applies theme design is 
taken as the material carrier of social and cultural 
information, which solves the problem of characteristic 
crisis of space [ii], makes people perceive the cultural 
atmosphere and connotation of a city or region, and 
enhance the identifiability of a city. 
The current design of theme subway in China 
focuses on the publicity of theme, still in the initial stage. 
Design ideas of the internal space of subway is 
monotonous. The design ideas include texture design and 
design of three-dimensional modeling. Texture design 
means directly applying theme related picture materials 
on the wall surface of carriages. Design of three-
dimensional modeling means transforming three-
dimensional cultural model or plane cultural elements to 
three-dimensional models, taking them as facilities or 
decoration carriers, and endowing them with practical or 
decorative functions. 
Wang Dawei from Shanghai Academy of Fine Arts 
proposed the theoretical model of space design of 
subway station which is a cube model composing of 
professional emphasis, design elements and subway 
space. The design should consider not only visual 
aesthetics but also the security, comfortability, 
economical efficiency and sustainability of metro space 
design [iii]. The design of theme subway needs to reduce 
the psychological pressure of passengers in the 
claustrophobic space from the psychological point of 
view and improve the visual comfort of passengers in the 
subway environment. As to the content of theme culture, 
the design should guide passengers to form short-term 
memory and information feedback. The current theme 
subway is mainly based on experience design; the good 
and bad efficacy are intermingled because of the lack of 
scientific basis and experimental verification. 
2 Reflection of design of theme 
subway based on the principle of 
visual attention 
James (1890) first proposed that the directivity and 
centrality of perception are the two basic characteristics 
of attention and only a few objects will be noticed at the 
moment when objects are sensed [ iv ]. It shows that 
attention has the role of screening. In the process of 
visual scene observation, the user's visual presentation is 
progressive and incomplete [v].When attention is focused 
on the perceived area, consciousness can capture the 
stimulation of interest in that area. Von Helmholtz (1925) 
and James (1890) put forward "where"and "what" 
[vi]."Where" is a view put forward by Vol Helmholtz. He 
focused on the relationship between eye movement and 
spatial position. 

468 Informatica 42 (2018) 467–475 Z. Wu  
It means that involuntary attention is a fixation 
behavior which is based on individual experience or task 
objectives and controlled by consciousness or 
autonomous behaviors. "What" is a view put forward by 
James. He thought that attention is a mechanism with 
hidden inner. It is active and voluntary and relates to 
properties, significance and expectation of attention 
focus, involving information processing, refers to 
voluntary fixation behavior under an unconscious state. 
Short-term memory and even long-term memory will 
form when people use the attention of high-level 
cognitive ability. 
Attention is an important psychological adjustment 
mechanism in the process of visual information 
processing, and it is not only related to individual 
cognition, but also influenced by emotional mechanism 
[vii]. In Emotional Design, Donald Norman proposed 
three levels of brain information processing, in which the 
instinctive level is the subconscious judgment 
determined by biological heredity (subconscious 
judgment of individual behavior), and the behavior layer 
is a habit based reaction (based on the individual 
experience). They correspond to high level of attention 
(involuntary attention) and low level of attention 
(voluntary attention) respectively. 
According to the above principles, when passengers 
enter a carriage, observation of the instinctive layer is 
firstly induced, and the attention is active and voluntary 
at that moment. If a certain area in a scene arises 
passengers' interest, the area will be perceived by the 
vision around the central fovea, and then more detailed 
content is perceived. The visual fixation area and time 
data of passengers in this state are obtained through first 
fixation time among eye movement indexes. First 
fixation time refers to early identification process of area 
of interest and sensitivity to processing difficulty of area 
of interest. Shorter time indicates that the region is easier 
to be concerned by users [ viii ]. The visual design 
features of the interest area inside the carriage were 
summarized. In addition, the involuntary attention of the 
behavior level is controlled by consciousness and 
autonomous behaviors. The scope of attention is very 
small; hence passengers perceive all the parts of the 
scene through continuous scanning. Whether the design 
of carriage induces the short-term memory of passengers 
can be analyzed based on the division of area of interest 
of heat map and retention time. Area of interest (AOI): It 
is usually used for design availability analysis. Some 
element of interface is isolated as a specific area or 
content for further analysis [ ix ]. Heat map refers to 
information visualization graph which presents eye 
movement data in the form of cloud picture [x]. It can 
intuitively present the area of interest of the subject and 
analyze the focus area and retention time. Retention time: 
retention time is a very good index for testing the degree 
of interest for a specified area of interest. Longer 
retention time means more interests of users on an area 
of interest [xi]. 
3 Necessity of virtual reality eye 
movement linkage experiment 
In the past, the experimental research on internal design 
of rail transit was mainly based on rendering pictures and 
portable eye movement equipment. The maturity of the 
technology which combines head mounted virtual 
equipment with eye movement instrument in 2016 
provides technical support for the accuracy of data and 
control of independent variables of such kind of study 
[ xii ]. Compared with the previous experiments, the 
advantages of the experiments which apply the new 
technology are mainly reflected in the following three 
aspects. 
(1) Strong immersion in visual scene and more 
objective data 
The visual scene is a three-dimensional simulation 
model with high preciseness, which restores the internal 
facilities, lighting, dimension sense of space and texture 
of the real scene; therefore subjects can obtain real 
experience in the virtual environment [xiii]. For example, 
in the course of the experiment, subjects try to grasp a 
handrail after entering the scene, which shows that the 
scene is very vivid and more objective eye movement 
data can be obtained. In the previous experiments, two-
dimensional pictures were usually used as stimuli, and 
subjects cannot feel immersed, which affected the 
objectivity of data. 
(2) Extraction of implicit data and recording while 
looking 
The experiment of portable head eye tracker 
combined with pictures is very difficult for users to 
concentrate due to the large error of eye movement data 
and the small size of stimulon. The virtual reality scene 
can be observed in 360 degrees, and the subjects' 
perspective is large, which can not be constrained by the 
size of picture. It can collect the eye tracking data 
consciously and unconsciously (implicit) in the virtual 
scene in real time to perfect categories of data [xiv]. 
(3) Effective control of independent variables is 
beneficial to comparison 
Design factors which can affect user experience 
include content of theme, shape design, area of pattern 
and position of decoration. Changes of variables in 
virtual eye movement experiments will generate different 
scenes; in this way, scene changes can be realized under 
no disturbance. It is beneficial for comparing reactive 
states of user experience and analyzing the relationship 
between variables and design. For example, visual 
attention of subject will transfer when the color 
saturation inside subway carriage is too high.  
4 Experimental design 
Taking the theme subway in Xiamen, Chengdu and 
Guangzhou as the research subjects, this study 
established a three-dimensional simulation interactive 
virtual scene. The eye movement of users in the scene 
was recorded. The influence of different designs on user 
experience was compared and analyzed based on the 

Empirical Study on the Optimization Strategy … Informatica 42 (2018) 467–475 469 
principle of visual attention. Based on it, design 
strategies for subway space were summarized. 
The technology combing virtual reality with eye 
movement which was independently developed by 
Shanghai Qingtech Co., Ltd., China. An eye tracking 
module was inserted into HTC vive to track and record 
the real-time eye movement data in the virtual visual 
scene. Research ideas are shown in Figure 1. 
4.1 Survey of design cases and selection of 
samples 
Sixty-nine design cases of theme subway in 24 cities in 
China were collected, and two of them was selected as 
the representative experimental samples. Panda theme 
subway on Line 3 in Chengdu and cartoon theme subway 
in Guangzhou were selected as comparison samples, and 
the standard subway on Line 1 in Xiamen was selected as 
the reference of this study, as shown in Figure 2. 
In the panda theme subway on Line 3 in Chengdu, 
panda which is a regional cultural characteristic of 
Chengdu was taken as the design element, and the image 
of panda was integrated into the appearance design of 
seat, handle and side walls to create three-dimensional 
models. 
The standard subway on Line 1 in Xiamen has no 
theme, which is the mode of most standard subways in 
China. Analysis on recombination of design elements. As 
the design of theme subways involves many factors, 
pattern area,modeling technique and decoration position 
were selected as the key elements for comprehensive 
analysis. 
The proportion of pattern area refers to the 
proportion of the pattern area inside a carriage to the total 
area, and it has three grades, 10% ~ 30%, 30% ~ 60% 
and 60% ~ 100%. 
Modeling techniques include design of three-
dimensional modeling and design of texture. Design of 
three-dimensional modeling mainly focuses on positions 
of handles, handrailings and seats, while design of three-
dimensional modeling focuses on side walls, end walls 
and top surface. 
Design elements were classified and then 
recombined. Two design issues were analyzed. The first 
issue was the comparison of subway facility design in 
different themes but at the same position, and the second 
issue was the comparison of visual perception of 
different spatial interface design in the same theme but at 
different positions. Based on it, design strategies of 
hardware facilities and interface which was more in line 
with the principle of visual attention could be put 
forward. Details are shown in Figure 3. 
4.2 Subjects 
In this experiment, there were 30 subjects, aged 18 ~ 35 
years. In order to ensure that all the subjects had the 
same cognitive level, all of them had no virtual reality 
experience, but had the experience of taking the subway. 
The uncorrected or corrected visual acuity of the subjects 
were normal, and neither of them had color blindness. At 
the beginning of the experiment, the subjects were asked 
to receive an eye movement calibration test which lasted 
for 30 ~ 60 s in the scene. The formal test started after 
the eye movement calibration; they had a visual activity 
 
Figure 1: Research ideas. 
 
Figure 2: Experimental samples. 

470 Informatica 42 (2018) 467–475 Z. Wu  
of random observation in the virtual scene which lasted 
for 120 s. 
4.3 Analysis of experimental results 
Firstly, the area of interest inside the subway was divided. 
As shown in Figure 4, the subway carriage was divided 
into six regions of interest according to the space region 
and functional facilities: top surface, side walls, end 
walls, ground, handles and seats. The first fixation 
duration and retention time in the six regions of interest 
were recorded. The mean values and variances of the eye 
movement data were statistically analyzed using SPSS to 
evaluate the internal design of the carriage. 
4.3.1 The comparison of facility design in the 
same theme but at different positions 
User will unconsciously observe firstly when he enters a 
[Pritegnite pozornost bralca z odličnim citatom iz 
dokumenta ali pa izkoristite ta prostor, da poudarite 
ključno točko. Če želite premakniti to polje z besedilom 
na katero koli drugo mesto na strani, ga preprosto 
povlecite.] 
carriage for the first time. The impact of different 
subway facility designs on the attention of users was 
analyzed. According to the analysis of the heat map of 
the standard subway, it was found that the seat and 
handrail facilities of the subway were the concerns of 
passengers, as shown in Figure 5. Therefore, different 
designs of positions of handrails and seats in the subway 
carriage was compared. The fixation condition of users in 
an unconscious state was analyzed by performing 
descriptive analysis on the first fixation time of users, as 
shown in Table 1.  
Different design methods for the same location and 
different themes have different effects on eye movement 
data. The three-dimensional design of the seats and 
handles which took panda as the element in the Chengdu 
theme subway attracted the most interests and attentions 
from users, as shown in Figure 6. The minimum value 
was 43.83, and the sensitivity was high in the early 
recognition process. Next was the standard subway, the 
 
Figure 3: Two design issues corresponding to the recombination of design elements. 
 
Figure 4: The division of area of interest in three subway carriages. 
 
Figure 5: Analysis of the heat map of a standard 
subway. 

Empirical Study on the Optimization Strategy … Informatica 42 (2018) 467–475 471 
handles and seats were red with high saturation degree, 
which was in sharp contrast with the surrounding 
environment. Its value was larger than the Chengdu 
subway (70.27 > 43.83). Therefore, the three-
dimensional design was better than the high saturation 
color design. The handles and seats of the theme subway 
in Guangzhou were gray and unified with the 
surrounding environment. Its value was the highest 
(82.00 > 70.27 > 43.83) and had a large gap with the eye 
movement data of the other subways. Therefore, model 
color design which was close to the environmental color 
had the least attractiveness and the lowest sensitivity to 
the early recognition reaction. 
Through the above analysis, it was concluded that 
there were two design methods of theme subway facility. 
The first one was design of color, and the second one 
was design of three-dimensional modeling. Both had 
advantages and disadvantages. The design strategies are 
shown in Table 2. 
In China, the Disney theme subway in Hongkong is a 
combination of three-dimensional modeling and color 
design, which conveys the theme of Mickey always 
accompanies with passengers. In the design of windows 
Table 1: The descriptive analysis results of the first fixation in the facility design. 
Descriptive statistics of the first fixation time in the facility design 
Facility 
Experiemnt
al samples 
Mean 
value 
Remark 
Standard 
deviation 
Remark 
Seats 
Standard 
subway 
70.27 
Smaller mean value 
means users are 
more likely to pay 
attention to the 
facility. 
73.21 
Smaller value of 
standard deviation 
means smaller 
difference of 
experience 
tendency. 
A subway in 
Chengdu 
43.83 57.13 
A subway in 
Guangzhou 
82.00 81.76 
Handles 
Standard 
subway 
65.49 69.97 
A subway in 
Chengdu 
51.55 50.79 
A subway in 
Guangzhou 
68.24 42.83 
Remark: the unit of the first fixation time is second. 
 
Figure 6: Design of facilities. 

472 Informatica 42 (2018) 467–475 Z. Wu  
and handles, the three-dimensional design of "Mickey 
head" is adopted. The three-piece handle attracts 
attentions of passengers by contrast colors, red, yellow 
and black. The arrangement of the seats breaks out the 
previous end-to-end arrangement. The L-shaped blue 
corner cloth sofa contrasts vividly with the yellow on the 
surrounding supports in the whole space. The echoing of 
color stimulus and theme modeling also leave a deep 
impression on people, as shown in Figure 7 [xv]. 
 
Figure 7: The design of internal facilities of the Disney 
theme subway. 
The space interface of subway carriage can be 
divided into top surface, ground, side walls and end walls; 
passengers pay more attentions to these four parts. 
Therefore, dual requirements of functional technology 
and the aesthetic level of space need to be satisfied. 
Taking the theme subway in Guangzhou and Chengdu as 
examples, the influence of wall design on visual retention 
and attention of users was discussed to conclude the 
design features of different locations inside the subway 
[xvi]. 
4.3.2 The comparison of facility design in the 
same theme but at different positions 
First of all, variance analysis of retention time of eyes 
was made. The significance of position * theme 
Sig=0.027<0.05 indicated a significant difference; it 
meant that the decoration position was interactive with 
theme design. Eye retention time of the decoration 
Table 2: The design strategy for hardware facilities in theme subway. 
Design method of facility 
Design of color                 Design of three-dimensional modeling 
Advantages 
High economical 
efficiency: low 
construction cost 
1. The application of thematic image has 
strong visual attraction. 
2. High identifiability and highly sensitive to 
the early recognition reaction. The application 
of personification design and skeuomorph 
makes facilities more visually hierarchical. 
Disadvantages 
1. Weak visual attraction 
2. Low sensitivity to 
reaction and weak 
identifiability 
3. Similar design style 
1. Complex manufacturing technique 
(customized design) 
2. Higher cost compared to the design of 
standard subway 
3. Individualized design for every theme, 
lacking of sustainability. 
Conclusions 
for optimizing 
strategy 
Three-dimensional modeling + color design 
1. Abstract design of thematic images (serialization design of handle, support 
rod and connecting rod) 
2. Serialization design of handles and seats to strengthen content of theme 
3. Pay attention to the complementarity of facility color and surrounding 
environment in subway carriage. 
 
Table 3: The sorting of average retention time of different space interface. 
The sorting of average retention time of different space interfaces 
 1 2 3 4 5 6 
Guang
zhou 
Top 
surface 
6.33 
End 
wall 
4.80 
Groun
d 
4.33 
Side 
wall 
3.47 Seat 1.79 
Handrai
l 
1.46 
Cheng
du 
Side 
wall 
3.81 
Groun
d 
1.87 Seat 1.87 
Top 
surface 
1.56 
End 
wall 
1.35 
Handrai
l 
1.28 
Standa
rd 
Side 
wall 
2.84 
Handra
il 
1.1.8 
Groun
d 
1.11 
Top 
surface 
0.91 Seat 0.89 
End 
wall 
0.77 
Remark: the unit of the retention time is second. 
 

Empirical Study on the Optimization Strategy … Informatica 42 (2018) 467–475 473 
position varied with the theme. Significance Sig=0<0.05 
indicated a statistically significant difference in data of 
different locations. However, the variance analysis of the 
first fixation time found that significant of position * 
theme Sig=0.762>0.05 indicated no statistically 
significant difference, showing that the user was in the 
unconscious state and the decoration position was non-
interactive with the theme design. For further analysis, 
data were processed by descriptive statistics, and the eye 
movement data at different locations on the same theme 
were sorted preferentially, as shown in Table 3. 
Through descriptive analysis, it was found that users 
had different degrees of information processing at 
different locations after entering the carriage. The 
comparison of the top three positions suggested there 
was a commonality although users had different fixation 
points. In all regions of interest, ground and side walls in 
all the carriages were observed, which conformed to the 
behavioral mode of people in subway; they were also the 
keys in the design. 
The side walls of Chengdu theme subway is 
designed based on panda and labeled with text 
information, as shown in Figure 8. The first fixation time 
of the side walls was 60.13 s, indicating that it was paid 
less attention to compared to the Guangzhou subway. But 
after a long-time observation, the fixation time of the 
side walls was 3.81 s; with a high readability, it could 
attract more attentions and interests. 
Therefore, it could be concluded that the side wall is 
an important position which users will pay attention to 
for a long time. Situational decorative design was not 
suitable for side walls because of the region 
segmentation and functional information, as shown in 
Figure 9. These signs can provide information services 
such as instructions, hints and warnings to passengers 
through visual communication, which plays a key role in 
the safety of passengers in the subway station. Without 
affecting the search of functional information, small 
texture design or three-dimensional modeling design can 
be used. 
 
Figure 8: Text information on the side walls of the 
Chengdu subway. 
The Guangzhou theme subway focused on texture 
design, and users paid more attentions to the top surface 
(6.33 s), the end wall (4.80 s) and the ground (4.33 s) 
which had complete content. Due to the pattern integrity 
and sufficient scene presentation of the top surface, users 
observed it for a long time and paid the most attentions to 
it. Therefore top surface was the best place to display the 
situational theme design; while maintaining the spatial 
integrity, it would not interfere with the search of the 
functional information inside the carriage. Currently, 
there are few theme subways with designed top surface, 
and it is also easily to be ignored by designers. For the 
design of ground, small area or monotonous color design 
can be used as it has certain behavioral functions and 
easy to wear because of the large staff mobility. 
In the process of experiment, the visual attention 
reaction of users was tested by changing the saturation of 
the side walls of the theme subway in Guangzhou. When 
the saturation was too high or low, the user's attention 
was quickly transferred to other areas. Therefore, it was 
concluded that color saturation was an important factor 
affecting the visual attention of users. It was suggested 
that designers use moderate saturation for the overall 
space of carriage, and the area that needs to be noticed by 
the user can be used in the contrast of high saturation 
color. The optimization strategy is shown in Table 4. 
 
Figure 9: Functional information signs and the distribution positions. 

474 Informatica 42 (2018) 467–475 Z. Wu  
5 Conclusion 
Several design strategies of color, shape and texture were 
developed based on virtual reality technology, reference 
to different theme subway space, eye movement data and 
subjective evaluation for the design of hardware facilities 
and interface in theme subway, which can provide a 
reference for future design. In future research, virtual 
reality technology in combination with eye movement 
technology can be used for the study of the spatial 
availability of the environment to offer users a better 
experience in the space. 
6 Acknowledgement 
This study was supported by the 2017 Youth Fund of 
Humanities and Social Sciences Research of Ministry of 
Education under grant number of 17YJC760100. 
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Table 4: The summary of optimization strategies for the interface design of theme subway. 
Position Characteristics of positions Conclusions of optimization strategy 
Side walls 
1. Region division and many 
functional information 
2. Small designable area 
3. An area which is focused on 
4. High information readability 
Consideration for safety: 
1. Design of small-area texture or design of three-
dimensional modeling is allowed on the premise of 
not affect searching of functional messages. 
2. Not suitable for large area of situational pattern 
design 
3. Suitable for reading of text messages in theme 
design 
4. Pattern design around guiding messages in the 
area of side door is not suitable as it will increase 
time of searching messages. 
Top 
surface 
1. Large designable area 
2. No region division on the wall 
surface, with a high integrity 
3. Presenting visual height 
Consideration for comfort 
1. Present situational theme design with design of 
texture 
2. Not suitable for layout of text information 
3. Passengers may feel reduced visual height and 
feel depressive because of complex pattern 
4. The saturability, relative brightness and hue of 
patterns has large influence in improving the visual 
height of space (visual perception stratification). 
Ground 
1. Large designable area 
2. No region division on the wall 
surface, with a high integrity 
3. With a behavioral function 
4. Easy to wear 
Consideration for function 
1. Design of small-area texture or monotonous color 
design are feasible. 
2. Large-area texture design is not suitable as the 
large passenger flow in the carriage is prone to cause 
wearing. 
 

Empirical Study on the Optimization Strategy … Informatica 42 (2018) 467–475 475 
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