Year: 2025
Type: article
Abstract: The design of commercial posters must effectively capture consumer attention. To scientifically evaluate the impact of different design formats on attention-grabbing efficiency, three advertising posters were selected. Corresponding dynamic and static, as well as colour and black-and-white (B&W), versions were generated. Sixty participants were recruited for an eye-tracking experiment, recording key metrics such as fixation duration and fixation count. Results indicate: (1) Dynamic posters significantly outperformed static posters for both total fixation duration and total fixation count. When observing the total fixation duration, F = 245.896, p < 0.001, confirming the distinct advantage of dynamic design for capturing attention. (2) Colour posters generally attracted and sustained visual attention more effectively than did B&W posters. When observing the total fixation duration, F = 5.067, p = 0.028 < 0.05. (3) The impact of dynamic effects on attention is more pronounced than that of colour. For both static and dynamic posters, colour and B&W designs show no significant difference in their effect on attention, p = 0.330 > 0.05, η2 = 0.018. This provides a context-dependent prioritisation framework for commercial poster design decisions grounded in visual cognitive science.
Source: Applied Sciences
DOI: 10.3390/app16010291
Authors: Shuai Yuan, Jintao Wei, Chen Chen
Institution: Nanjing Forestry University
Language: English
Subfield: Human-Computer Interaction
Field: Computer Science
Domain: Physical Sciences
Open Access status: gold
Estimated APC paid: $2,896
Awards: G1490476640, G4593574028
OpenAlex ID: W7117479361