Eye-Tracking in Out-of-Home Advertising: Exploring the Application of Gestalt Principles
qutb, M., Nada, M., Azmy, A. (2023). Eye-Tracking in Out-of-Home Advertising: Exploring the Application of Gestalt Principles. EKB Journal Management System, 13(6), 437-446. doi: 10.21608/idj.2023.320143
Maysoon qutb; Mai Nada; Abeer Azmy. "Eye-Tracking in Out-of-Home Advertising: Exploring the Application of Gestalt Principles". EKB Journal Management System, 13, 6, 2023, 437-446. doi: 10.21608/idj.2023.320143
qutb, M., Nada, M., Azmy, A. (2023). 'Eye-Tracking in Out-of-Home Advertising: Exploring the Application of Gestalt Principles', EKB Journal Management System, 13(6), pp. 437-446. doi: 10.21608/idj.2023.320143
qutb, M., Nada, M., Azmy, A. Eye-Tracking in Out-of-Home Advertising: Exploring the Application of Gestalt Principles. EKB Journal Management System, 2023; 13(6): 437-446. doi: 10.21608/idj.2023.320143

Eye-Tracking in Out-of-Home Advertising: Exploring the Application of Gestalt Principles

International Design Journal
Article 28, Volume 13, Issue 6, November and December 2023, Page 437-446  XML PDF (1.55 MB)
Document Type: Original Article
DOI: 10.21608/idj.2023.320143
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Authors
Maysoon qutb1, 2; Mai Nada1; Abeer Azmy3
1Professor of Advertising, Advertising dept., Faculty of Applied Arts, Helwan University, Giza, Egypt
2Dean of Dean of the Faculty of Applied Arts, Helwan University
3Teacher Assistant, Media and Graphics dept., School of Applied Arts, Badr University
Abstract
Outdoor advertising is a form of visual communication that integrates human visual perception and psychological experiences to create aesthetic pleasure. In this research, eye-tracking technology is utilized to investigate how the properties of Gestalt theory, when applied to outdoor advertising, impact people's visual cognitive processes. the problem is Firstly, explores how the application of neuromarketing studies can elevate the capacity to attract and sustain client attention. Secondly, it investigates the importance of incorporating Gestalt principles alongside eye tracking technology to bolster the overall effectiveness of outdoor advertising campaigns. Lastly, it seeks to integrate neuromarketing strategies into outdoor advertising, shedding light on their role in amplifying and reinforcing the overall efficacy of such advertising.This paper follows an analytical descriptive methodology to analyze some outdoor advertising samples and experimental methodology.
The primary objective of this study is to utilize eye-tracking technology to investigate how Gestalt principles are applied in outdoor advertising. The focus is on examining how outdoor compositions influenced by Gestalt theory impact eye movement characteristics and gaze distribution of viewers.
The study reveals that outdoor advertisements with Gestalt qualities significantly influence fixation, sightline distribution, and subjective evaluations of aesthetics and complexity. Closure composition images, which exhibit a sense of completeness, tend to simplify cognition, leading to fewer fixations and saccades, longer fixation durations, and more concentrated sightlines, evoking a stronger feeling of beauty. On the other hand, outdoor portraying similarity evokes more fixations and saccades, longer saccade durations, and greater scattering of sightlines, indicating feelings of complexity and unsightliness.
These findings hold significance for theories of art and design and offer valuable insights into both the theory and application of outdoor advertising. By understanding how Gestalt principles impact viewers' cognitive processes, advertisers can create more effective and aesthetically pleasing outdoor advertisements.
Keywords
Neuromarketing; Gestalt; Eye tracking; Out-of-Home Advertising; closure; visual perception
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