The Research On The Relation Between Text Design Element On Dynamic Banner Advertisements And Audience’s Attention

With the continuous development of information technology, the number of China’s Internet users has also been rapidly growing; online advertising has become the second most important way of advertising communication, only next to TV advertising. Among different types of online advertising, banner advertising is an important one. In the process of browsing advertisements, the attention users pay on advertisements directly impacts on the effectiveness of advertising and the ad design level affects the user’s degree of attention on advertisements. How to evaluate the effect of ad design and how the changes of ad design elements influence the effectiveness of advertising have always been the concern in academic world and for advertising designers. The current researches and studies on online ad design mainly stem from the psychological view by employing questionnaire surveys and mostly focus on static advertisements. This paper exploits the eye movement technique, references research methods from Kansei Engineering, uses the objective and true eye movements data that are generated from emotional changes in users’ process of browsing advertisements as emotion measurement indicators, researches the design issues of dynamic banner ads, explores the relation between ad design elements and user emotions, and rationally optimizes the banner design from the perspective of user emotions.This paper mainly includes the following aspects:(1) Create banner ads prototypes. Through the research of the existing literature, the topic of this study was set to research the impact of the text presentation, font size, text information quantity and text duration on the attention of browsing audience from the Kansei Engineering perspective. Then through combining different design elements and following the principle of changing levels of single factor, multiple banner advertisement prototypes were created.(2) Select the alternate eye movement indicators. After reading literature, extreme value, mean value and frequency were selected as eye movement indicators, the purpose of which was to avoid interference to data analysis due to the difference among test sites and tasks.(3) Conduct eye movement experiments and complete data collection. Eye movement experiments were conducted on four sets of dynamic banner prototypes. Within each set,32 test takers were selected. Analysis and test were done on the preliminary eye movement data, then those eye movement indicators with great significance were extracted.(4) Construct relational model between eye movement indicators and user satisfaction rate. With the method of Partial Least Squares Regression and aiming at those eye movement indicators with tested significant impact, relational model was built between eye movement indicators and the user subjective satisfaction rate; eye movement indicators that have significant impact on evaluating user satisfaction rate were identified; the validity of this model was also being tested; at the same time, within each set of experiments, new design were proposed based on selected eye movements indicators.(5) Given the dynamic banner ad the impact of the text presentation, font size, text information quantity and text duration for the amount of information the audience attention to the impact of the conclusion, based on the selected eye movement to determine the optimal experimental group design.This paper provides materials and data for future explorations and relatively objective, detailed foundations for designing dynamic banner ads in the industry.