Research On Optimization Of Sports Goods Advertising Design Based On Eye Trackin

With the rise of national fitness as a national strategy,the scale of residents’ sports consumption continues to expand,and the structure of sports consumption continues to be optimized.This has led to the integration of sports industry formats,resulting in a rich and diverse form of product supply.In the face of new forms of sports consumption,the sports goods industry needs to carry out corresponding supply side reforms,innovate business models,extend the industrial chain,and meet the diverse needs of consumers for sports products.The design optimization of sports goods advertising is an important way to stimulate consumer demand.Currently,existing research mainly relies on subjective means such as post hoc perception surveys,purchase intention surveys,and economic benefit evaluation,lacking the basis for advertising design optimization from a consumer perspective.Eye tracking technology can reflect consumers’ visual search strategies while browsing advertisements in real-time and efficiently,providing scientific and effective objective data support for the analysis of psychological processing processes,and is of great significance for the design optimization of sports goods advertisements.In this regard,based on theoretical foundations such as experimental psychology and advertising psychology,research methods such as literature review,visual analysis,eye movement experiments,situational experiments,and statistical analysis are used to comb the research trends of eye movement tracking at home and abroad,clarify the development process of eye movement tracking technology,clarify research hotspots in the application of eye movement tracking in the advertising field,and screen eye movement experiment indicators for collecting feedback from subjects,Design an eye movement experimental framework for sports goods advertising optimization.Select60 subjects and randomly divide them into three groups to conduct the experiment.Use the Eye Link1000 plus eye movement meter to automatically record the objective eye movement indicators such as the position of the first injection viewpoint,the duration of the first injection viewpoint,the fixation time ratio in the area of interest,and the number of returns in the area of interest when viewing sports goods advertisements.Evaluate the advertisements based on the subjective evaluation(interview feedback)provided by the subjects,and propose design optimization strategies for sports goods advertisements.Conclusions:(1)The complexity of the background affects the subjects’ interest in browsing.The simpler the background is,the more the subjects focus on the product itself,and the more prominent the design details of the product are;On the contrary,the higher the background complexity,the more information contained in the advertisement,and the subjects will devote more attention to the advertisement background.Simple background advertisements tend to make subjects lose interest in reading in a short time and reduce their desire to buy products,while complex background advertisements can stimulate subjects’ interest in reading and prevent them from aesthetic fatigue.(2)The subjects were attracted to look back repeatedly by matching words appropriately.Properly matching words within the visual threshold of the subjects can enhance the visual communication effect of advertisements,share the visual pressure of subjects when understanding products,and induce them to have purposeful look back on sports goods in advertisements.However,price tags should be used with caution.Unreasonable price settings will inhibit subjects’ browsing interest,cover up other advantages of the product,and make subjects lose confidence in the product or even the brand.(3)The combination of image and text position dominated the subjects’ search strategy.The reasonable placement of pictures and texts can attract the subjects to have visual retention,cause purposeful backward looking,and improve their memory and good impression of the product.Because the subjects generally implement the "Z" or "F" search strategy from left to right and from top to bottom,the image text matching scheme that attracts the subjects from high to low is: left figure and right text,left text and right text,above and below,above and below.(4)The details of advertisement design stimulate the reading desire of the subjects.Logo is the concentration of corporate image,characteristics and culture of sports goods.The logo element integrated into the advertisement can not only play a role of identification for the brand,but also match with other elements to stimulate consumers’ purchase desire;Color contrast design and visual blank can not only highlight the visual tension of advertising,but also effectively prevent subjects from visual fatigue,prolong consumers’ browsing time and guide them to make purchase decisions.Suggestions for optimization:(1)Refine the background layout and focus on user preferences.Create a differentiated advertising background design scheme according to the product appearance characteristics: match simple background for products with rich details to highlight the design advantages of the product itself;When the appearance design of the product is not enough to add points,the complexity of the advertising background should be increased within the visual threshold of consumers to avoid visual fatigue.(2)Polish the propaganda scripts and focus on user experience.Pay attention to the collocation and use of text materials,introduce the appearance details of the product,analyze the design concept of the product,and highlight the advantages of the product.Try to use concise sentences to avoid factors that affect consumers’ browsing fluency,such as too large fonts and fancy formats,and curb their buying interest.(3)Reset the image and text position to stimulate browsing interest.The layout of left and right pictures and text is in line with the national browsing habits,which can effectively stimulate consumers’ reading interest and extend the browsing time;Keep the layout of sporting goods advertisements in the form of "F" or "Z" to facilitate consumers to obtain information and make purchase decisions in the shortest time.(4)Deeply cultivate design details and explore the aesthetic dimension.In terms of products,focus on the color matching of the main body,material texture and functional positioning,highlight the advantages of design details such as appearance and function,and increase the attractiveness of products;In the aspect of advertising,we will make efforts from the aspects of design and communication,increase the product design interest and stimulate consumers’ browsing interest with the help of color matching such as color contrast and complementary colors.(5)Give play to brand effect and enable cultural linkage.Integrate brand logo,slogan and other design elements into the advertisement to give play to the brand effect and improve consumers’ loyalty to the brand;Expand the consumer group of products by means of brand co branding,celebrity endorsement and other means,and stimulate the purchase demand of consumers in other fields.