Scholarlink

Aversive messages are put on the labels of packages of cigarettes so as to discourage smoking. These messages are, normally, constituted by an image and a text, and they are also known as warning labels. Graphic designers try to design attention-grabbing aversive messages, because warning labels compete, attentionally speaking, with other visual elements present on the label, such as brands and logotypes. In order to establish variations of durations of ocular fixations made on the constituent parts of a warning label of a package of cigarettes, an eye-tracking study was conducted by using a remote eye-tracker Tobii®, T-120. Besides, the study wanted to determine variations in the durations of ocular fixations when observing the warning label in absence and in presence of a logotype. Sixty female volunteers participated in this study. It is concluded that the aversive image is more attention-grabbing than the aversive text, and also than the logotype. The durations of ocular fixations made on the aversive text and the aversive image are slightly longer when there is no a logotype in relation to the design in which there is a visible brand.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Eye-Tracking and Advertising: Does the Presence of a Brand Affect the Perception of Warning Labels Designed for Female Young Smokers in Colombia?

  • 章节

  • 发表日期：

    2026年

查看全文
  • Guillermo Rodríguez-Martínez,
  • Mariana Gómez-Mejía

摘要

Aversive messages are put on the labels of packages of cigarettes so as to discourage smoking. These messages are, normally, constituted by an image and a text, and they are also known as warning labels. Graphic designers try to design attention-grabbing aversive messages, because warning labels compete, attentionally speaking, with other visual elements present on the label, such as brands and logotypes. In order to establish variations of durations of ocular fixations made on the constituent parts of a warning label of a package of cigarettes, an eye-tracking study was conducted by using a remote eye-tracker Tobii®, T-120. Besides, the study wanted to determine variations in the durations of ocular fixations when observing the warning label in absence and in presence of a logotype. Sixty female volunteers participated in this study. It is concluded that the aversive image is more attention-grabbing than the aversive text, and also than the logotype. The durations of ocular fixations made on the aversive text and the aversive image are slightly longer when there is no a logotype in relation to the design in which there is a visible brand.