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To enhance the efficiency of human-computer interactions, this study utilizes motion graphics within dynamic advertisements as a research framework to investigate the impact of dynamic principles in motion graphic design on users'' visual search efficiency. The research employs a within-subject single-factor experimental design to investigate the influence of playback speed, motion graphic direction, the ratio of dynamic to static graphic areas, and Z-axis spatial depth levels on users'' visual search efficiency. The method was to collect from participants while they navigated the dynamic interface using the portable eye tracker, including the total duration of fixations, number of fixations, and heat maps. Descriptive statistical analysis, paired sample t-tests, and one-way repeated measures ANOVA were conducted using statistical software to analyze the eye movement data. The findings indicate that playback speed, motion graphic direction, and the ratio of dynamic to static graphic areas significantly affect users'' visual search efficiency, whereas the Z-axis spatial depth level does not have a significant impact on users'' visual search efficiency. Research has shown that using a playback speed of 1.0x can effectively attract users'' visual attention and help improve users'' visual search efficiency. Among the different graphic motion directions, the convergent motion is the most conducive to attracting the user’s visual attention and improving the user’s visual search efficiency. In addition, when the dynamic graphic area is larger than the static graphic area, it can effectively attract the visual attention of users. However, for the efficiency of user visual search, there is no obvious difference in the influence of the ratio of dynamic to static graphics areas. The findings are expected to provide useful information for improving visual cognition and user experience in the field of motion graphic design and dynamic advertising.
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