营销科学学报

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网络广告版式中Logo要素最佳视觉搜索效应研究

蒋玉石   

  1. 蒋玉石,西南交通大学经济管理学院副教授,E-mail:jys_a@sina.com。
  • 出版日期:2012-12-01 发布日期:2013-03-20
  • 基金资助:

    感谢匿名评审专家为本文的改进和完善所提供的建设性意见。本研究受国家自然科学基金(71102113)、教育部人文社会科学基金(09YJCZH103)、中央高校基本科研业务费专项资金、四川省哲学社会科学规划项目(SC12C009)的资助。

Study of the Best Visual Search Effect of Logo Elements in Online Advertising Layout

Jiang Yushi   

  1. School of Economics and Management, Southwest Jiaotong University
  • Online:2012-12-01 Published:2013-03-20

摘要:

采用单因素被试内重复实验设计,将Logo和商品图片要素的八种匹配方式作为自变量,在控制网络广告尺寸大小、背景颜色、内容复杂度等前提下,考察被试对网络广告版式中Logo要素最佳视觉搜索规律。结果表明:当图片要素固定在广告中央时,建议将Logo要素优先放在与图片要素平行的中间位置(右中、左中)以及左上位置;尽量避免将Logo要素放在图片要素的底部位置,尤其是左下方位置。设计人员可以根据Logo要素视觉搜索效应,结合实际营销目的从而确定最佳网络广告版式。

关键词: 网络广告, 图片要素, Logo要素, 视觉搜索, 眼动实验

Abstract:

Used single factor repeated experimental design, regarded the eight matches of the Logo elements and goods’ picture elements as an independent variable, and controlled online advertising size, background color, content complexity and other disturbance variable, this article investigated the best visual searching way when the subjects browsed Logo elements in online advertising layout. The results showed that: when the image elements were fixed in advertisement central, it was recommended that place Logo elements on the middle and parallel to the picture elements (right, left), and the upper-left position, and avoid Logo elements on the bottom of the picture elements, especially in the lower left position. The designers could determine the best online advertising layout based on the Logo elements visual search effects, and combined with the actual marketing purposes.

Key words: Online Advertising, Image Elements, Logo Elements, Visual Search, Eye Movement Experiment