Advertising & Packaging

Those who observe a message follow a visual strategy, with the aim of building a personal image in the scene in view. This strategy, which can be reconstructed by recording and subsequent analysis of eye movement, can determine the communicative value and attractive features of the individual elements of which the message consists.

The eye-tracking report, designed for the evaluation of unidirectional advertising (in the absence of direct feedback from the receiver), can be done whenever it is desirable to know the contents of decoding made by the representative sample (the interpretation of the message in the target of reference).

It therefore becomes possible to make objective and quantifiable judgments about the impact of visual communication in a way that has heretofore been unthinkable. In this sector, eye-tracking represents a true revolution that makes it possible, amongst other things, to:

» Compare different creative proposals in order to understand which is the most effective; managing to analyze in detail the components of the message (brand, product, creativity, headline, etc.) Which most attracts the attention of users;

» Evaluate the effectiveness and emotional impact of communication of the message in order to study the effects of an advance advertizing campaign;

» Optimizing the placement of a TV spot, especially when one has to "shorten" the original material (supporting details and frames that work best);

» Evaluate the effectiveness of outdoor communications, using methods that reproduce, in context, the actual usage (large billboards, posters, etc.)