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