Relationship between eye fixation patterns and Kansei evaluation of 3D chair forms.

•The two primary factors that affected the Kansei evaluations of the chair forms were confirmed to be Pleasure and Arousal.•The positive and negative levels of pleasure significantly affected the number of fixation points required by the participants. Forms inducing displeasure required more fixation points.•When evaluating the Kansei of the chair forms, consumers tend to spend most of their time evaluating the seats and backrests.