When consumers see an advertisement or visit a webpage, they do not want to be challenged at all. They want to easily and quickly find the information they are looking for without thinking. There is a limited amount of interaction between the consumer and what they are viewing, making it vital for the company to market their products well.
Consumers see hundreds of advertisements each day on a variety of mediums. Through the study of eye movements and tracking of consumers there are patterns that tend to form. Marketers can use this information and these patterns as templates to then create their website or advertisement. The two main patterns that seem to be most prominent are the “F Pattern” and the “Golden Triangle”.
As you can see above, the “F Pattern” is followed more so when there is a lot of text. Our brains have been programed to read top to bottom and left to right causing the “F Pattern”. With text, it can seem cluttered to a viewer and they are more likely to skim through to see if it is what they want. That is when the importance of headlines and clear concise information comes, so the consumer can quickly make a decision on whether or not it is what they want.
The “Golden Triangle” tends to appear more in advertisements where there is not as much text and there are more images or focal points. You can see in the second image the dots represent where the eyes focused. There are three main areas that have the biggest clusters creating a sort of triangle. The three interests above are the model on the left, the bold slogan text to the right, and then the more detailed text and product at the bottom.
As part of my undergraduate program we had a project making mock advertisements. Below are a few of the ones that I made. You can see there is not a lot of text use in them and there is more focus on the logo, product and image following the “Golden Triangle” pattern.
In the Ugg advertisement I choose not to have any added text and to just focus on the product. I placed the model in a crouched position to put the models face closer to the product and logo itself. Her face, the logo and the boots themselves are the three main focal points to this ad. I have also edited the image in a way so that the logo is at a crossing point which will draw the consumers eye to the brand.
The other two ads also are light on the text but have a clear image representing the brand. In the Keen ad I could have made the shoes a more prominent feature but they are seen in the image and the image represents what the brand is about, hiking and outdoors. Contrasting with that I also have the tagline at the top allowing the viewers eye to more throughout the ad. In the case of the Acuvue ad, I wanted a simple and clean design. The brand is about clearer vision through simple to use contact lenses so having the focus be on the eye was important. It is a simple way to advertise the contact lenses that is easy for the viewer to process while also sticking to the brand.
Wedel, M. and Pieters, R., 2008. A review of eye-tracking research in marketing. In Review of marketing research (pp. 123-147). Emerald Group Publishing Limited.
Buscher, G., Dumais, S.T. and Cutrell, E., 2010, July. The good, the bad, and the random: an eye-tracking study of ad quality in web search. In Proceedings of the 33rd international ACM SIGIR conference on Research and development in information retrieval (pp. 42-49). ACM.
Hadizadeh, H., Enriquez, M.J. and Bajic, I.V., 2012. Eye-tracking database for a set of standard video sequences. IEEE Transactions on Image Processing, 21(2), pp.898-903.
Lorigo, L., Haridasan, M., Brynjarsdóttir, H., Xia, L., Joachims, T., Gay, G., Granka, L., Pellacini, F. and Pan, B., 2008. Eye tracking and online search: Lessons learned and challenges ahead. Journal of the Association for Information Science and Technology, 59(7), pp.1041-1052.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.