Relevance of Emotional Conflict and Gender Differences in the Cognitive Tasks of Digital Interface Layouts Using NIRS Technology

This article aimed to explore whether there are emotional conflicts and gender differences in the cognitive processing of user interface layouts. By taking the basic layout framework of a shopping interface as the research object and using behavioral experiments and NIRS (Near-Infrared Spectroscopy) technology, this study evaluated the emotional conflict response of men and women to 9 interface layouts formed by the combination of different numbers of layout elements. The results showed that there is a gender difference (
$p < 0.05$
) in cognition of the interface layout with combinations of 3 and 4 layout elements in the behavioral experiment. Behavioral response was positively correlated with brain function. Oriented by positive emotions, the HbO (oxygenated hemoglobin in the brain) concentration in the cerebral cortex is significantly activated (
$p < 0.05$
) with gender differences in the case of interfaces combining four elements in the H-type layout frame and three elements in the left-I-type layout frame. These research conclusions can be extended to the application of personalized design and evaluation process of the interface and provide a reference for style changes to digital interface products in actual projects.