Neuromarketing examples: The importance of Eye Gaze


For a decade, advertisers have known that children attract more attention and keep people’s gaze on the picture longer. This is the answer to the fact that you see children smiling, surprised or sullen in some advertisements of the company that have nothing to do with children’s goods. One of the interesting research conducted by usability specialist James Breeze from Australia, which shows what makes advertising with children’s drawings from a simple attraction of attention to an effective one.
He used eye tracking technology to measure the direction and duration of the subjects’ eye movements. These image indicators represent the measured activity for a single user. (In each case, the subjects began to view ads in its center.)

In first example the researcher present to subjects an ad which contains context, product and baby looking straight out of the page. Then heat map below showed that most attention was on the face of the baby, and the main context and product attracted less attention:

So, much interesting, in second example when he present baby looking to the side of context, the hot line still was on the face of baby, but however subjects paid more attention to the main containing of the ad:

That’s look like not so important, but it really works! It will be lesson for our future advertisements. When we use people in ad, we must connect the its relationship with product and keep customer’s gaze on product
Breeze concludes, “In advertising we will look at what the person we see in an ad is looking at. If they are looking out at us we will simply look back at them and not really anywhere else.”

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