Introduction

Romanowski, Robert

doi:10.12657/9788379862771-0

Managing Economic Innovations – Methods and Instruments 2019

DOI: 10.12657/9788379862771-0

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Introduction

Robert Romanowski¹

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2023

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“…The InstantEye Tracker experimental design method also provides information that the point of attention of visual elements is very different for each audience. Utilization of this technology will strengthen visual ideas that evoke the imagination of the viewers [12,13], especially if they are composed using the previous heatmap analysis InstantEye Tracker can help ad creators and advertisers to understand how consumers interact with advertisements or visual communication design works, improve message effectiveness, improve user experience, and find out consumer preferences [14].…”

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confidence: 99%

Visual Heatmap Analysis of Happy Meal Advertise on Citra Pariwara 2022 Award using InstantEye Tracker

Udin,

Zuraida,

Hartono

et al. 2023

E3S Web Conf.

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Understanding how the audience perceived the message in the media is still an interesting discussion. It can study how to communicate the idea and how the message perceived may change all the time, and how to analyze it. Involving technologies in analyzing processes can make valuable input for communication media artists. The objective of this research is to analyze one of awarded advertise creations by mapping the audience’s visual heatmap using InstantEye Tracker. The existence of eye-tracker technology makes it possible to obtain more objective information about how a visual communication design works, such as an advertisement received by someone. With 31 participants consisting of 14 men and 16 women, this study shows clear differences regarding the heat areas between men and women when receiving information on happy meal advertisements. Although, in general, the heat center is in the middle of the media, men tend to focus on the top left and the center. Meanwhile, women focus on the center and move randomly in the four quadrants of the image area. It relates to how the organization and composition of visual elements through design principles in visual communication design works that are appropriate to be captured by the audience.

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mentioning

confidence: 99%

Visual Heatmap Analysis of Happy Meal Advertise on Citra Pariwara 2022 Award using InstantEye Tracker

Udin,

Zuraida,

Hartono

et al. 2023

E3S Web Conf.

View full text Add to dashboard Cite

show abstract

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Introduction

Cited by 1 publication

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Visual Heatmap Analysis of Happy Meal Advertise on Citra Pariwara 2022 Award using InstantEye Tracker

Visual Heatmap Analysis of Happy Meal Advertise on Citra Pariwara 2022 Award using InstantEye Tracker

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