AHFE Open AccessEnhancing Digital Advertisement Design: Eye-Tracking Analysis of Spatial Layout Influence on Viewer Attention
Abstract
This research aims to discover how the spatial proximity between two crucial advertisement features—specifically, a product’s price and the “BUY NOW” prompt—shapes the purchase intentions of female university students. Using eye-tracking technology, the study analyses the viewing patterns generated by two nearly identical ads from a fictional brand selling women's heels. The layout is the sole variation between the two versions of the advertisements: in one, the price and call to action are displayed next to each other, while in the other, they are farther apart on the screen. The study examines whether a closer distance between the price and the call-to-action results in a greater visual focus and, consequently, a higher desire to purchase the shoes by comparing eye movement data. This analysis, based on consumer psychology and advertising practice, aims to offer evidence-based recommendations on how the placement of persuasive elements can influence choices across print and digital media
Keywords: Digital Marketing, Eye Tracking, Call To Action, Visual Attention
DOI: 10.54941/ahfe1007610
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