Oculographic study of the perception of logos of psychological organizations by psychology students
Year: 2025
Type: article
Abstract: In the context of the development of the market for psychological services and the increasing demands for visual identification of specialized organizations, there is a growing need for a scientifically grounded approach to the development of brand elements. The logo of a psychological organization serves a specific function in establishing trust in services related to the intimate sphere of mental well-being. The aim of our research is to identify the relationship between individual-typological characteristics of the temperament of psychology students and the oculographic parameters of the perception of logos of psychological organizations of various compositional types. The subject of the research is the oculographic parameters of the perception of logos of online psychological assistance services by psychology students and their relationship with individual-typological characteristics of temperament. The object of the research is the process of visual perception of brand elements of psychological organizations. This study should be considered as a pilot, requiring replication on more representative samples. The methodological foundation consists of eye-tracking methods (PupilLabs) and psychodiagnostics (the temperament structure questionnaire by V.M. Rusalov, OST-105). The stimulus material included six logos of online psychological assistance services, differentiated by compositional type. The parameters recorded were: average fixation time, number of fixations, latency of the first fixation, and total fixation time. The sample consisted of 30 psychology students. The results of the correlation analysis (Spearman's Rs) revealed selective relationships between individual-typological characteristics and visual attention parameters: significant connections were found exclusively for logos with textual components. Social tempo demonstrates consistent negative correlations with average fixation time and positive correlations with the number of fixations, indicating different visual scanning strategies. Subjective emotionality positively correlates with fixation duration. It was established that textual elements activate verbal-analytical processing of information mediated by individual differences, whereas graphic logos are predominantly processed automatically. Thus, the results contribute to the understanding of cognitive mechanisms in processing brand information and have practical significance for a segmented approach to the development of visual identity for psychological organizations.
Source: Психология и Психотехника
Language: English
Subfield: Human-Computer Interaction
Field: Computer Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W7118213153