Eye Movements Of The Different Layout Of Print Ads

The attention resource of consumers is limited; therefore the typeset how text andpictorial are designed in limited space of a page has become a focus in the field ofadvertisement research nowadays. The experimental design of this research is 2(types:text, pictorial) ×3(area proportion of text (or pictorial) in the page: 1/3, 1/2, 2/3)×4(position of text (or pictorial) in the page: up, down, left, right). In the experimentalcondition of limited and unlimited time, typesetting of 12 advertisements isresearched, and the relationship between attention and memory is investigated. Theresults indicate that: (1) the significant differences were found on the numbers offixation, gaze duration and the time of every fixation between text and pictorial. Thenumber of fixation and gaze duration on text is more than these on pictorial, and thetime every fixation on pictorial more than that on text. (2) In the experimentalcondition of limited time, the increase on area proportion of text result in increase ofthe number of fixation, earlier reduce and latter increase of gaze duration. The numberof fixation and gaze duration of pictorial are most when the area proportion ofpictorial is 1/2. In the experimental condition of limited time, the number of fixationand gaze duration always increase with the increase on area proportion of text andpictorial. (3)As a whole, the numbers of fixation and gaze duration on the left in anadvertisement are more than these on the right, up more than down. (4) The time ofviewing advertisements has an effect on attention and memory, more effect on textand no significant effect on pictorial. The more time, the better result of memory.