I think it would be an interesting for a study to be done to determine eye tracking when viewing a company’s logo. I am using a collage of logos as my illustration for this week as I don’t believe there would be as much value in studying just one logo.
Why is eye tracking valuable in studying this?
Eye tracking can be useful in this case so that we can evaluate the effectiveness of a company’s logo. Knowing how a person looks at a logo would help us when developing future logos, potentially allowing us to create designs that are more effective in creating a bond with consumers.
Why would eye tracking work well?
Eye tracking would work well for this because it is important to know how someone is looking at a logo and how they get to it. The purpose of a logo is to attract someone’s attention and create a connection between the image and a brand or a product, so knowing how it is that we view logos is important to this.
Would it be better to have multiple methods?
I do not believe it is necessary to have multiple methods for this experiment. The experiment is based on the tracking of eye movements to and on logos, so introducing other factors would only serve to take away from that.
Organization of the study:
In order to perform this study, unique logos will need to be created. This means that we would not be using logos for existing companies that people are already familiar with. These logos can then be placed on a number of poster or paper advertisements. Eye movement can then be tracked to determine when people locate these logos and how long they spend looking at them. The results can be organized by shape, color, size, and possibly text on a logo to determine which factors have the biggest influence on how people view logos.
I would hope that by completing this study I could determine what it is that makes people focus on a logo. Are consumers more attracted by certain colors? Or is there a certain size that they may overlook? How much time is spent reading text on logos, or is the text more often ignored? This study could also produce results on whether people are more likely to look at a logo depending on where they are in an advertisement.
I could foresee an issue with participants not being able to locate logos in an image because they are unfamiliar with them, but I do not wish to use known logos because I fear that they will more easily attract attention or be ignored due to their association with their companies and products. I could also potentially see an issue with this study being too broad and collecting a lot of data with little way to determine why things actually played out the way that they did.