Research on the Effects of Cognition to Print Mobile Ads Using Eye-tracking Methodology
Xuejun Bai · Packaging Engineering · 2011
Tobii T120 Eye Tracker was used to record eye movement of college students while they were viewing print mobile ads.The results showed that:the brands placed on the left received more fixations than that located on the right,and the brands which were located on the left were recognized better than those on the right;viewers were able to choose different background of a mobile ads,model received the most fixations,and were recognized the best,advertising message received the fewest fixations;when the background was model,viewers paid more attention to mobile and background than brands,but the brands on the left received more fixations than that placed on the right;When the background was advertising message,the brands in the upper half on the right received more fixations than that located in the bottom half on the right.The results offer a reference basis for the design of print mobile advertising.