In order to conduct the experiment a booth will be created indoors that will home all the required equipment. This will also be the environment in which the experiment will be conducted.
A selection of 30 volunteers (expandable) across a range of ages, sex’s and cultural backgrounds will participate in the experiment. Each volunteer will enter the constructed booth. They will take a seat in front of the monitor and eye tracking equipment. A series of selected print based advertisements for a range of products and services will appear on the screen. The volunteer will then observe each advert as they would usually. The eye tracking equipment will be recording the scan paths of the volunteers for each example of print based advertising.
When the process is complete the results will be then tabulated. These results will be the basis of the project and will allow the design of exiting visuals in a graphical format. The final outcome could take the form of either a series of books, and/or prints and/or a website, in order to be submitted for the Extended Major Project.
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