Advertising Eye Tracking Concept 1.

Eye tracking could be used to define examples of print based advertising that appear more memorable to users than others. For example. A series of different advertisements could be created by myself that advertise the same product. Each ad could be subject to a varying:

Layout, or text to image ratio, or varying text size, or varying image size, or different copy length, or varying positioning of ad components etc.

A volunteer would sit and view a small number of examples. Their eye movements would be tracked by eye tracking equipment.

One by one they would then be asked to re create each ad they saw using either by sketch or by the positioning of tactile elements.

The results for each person would include a series of visual scan paths for each ad as well as a personal re recreation of each example exposed to. This experiment would highlight the relationship between eye movement and memory in order to find the most efficient/effective layout for memorable advertising.

Here is how the results could appear, in this experiment an ad has been created featuring the same content each time, however the layout and scale of the elements varies: