E3S Web Conf. Volume 426, 2023 The 5th International Conference of Biospheric Harmony Advanced Research (ICOBAR 2023). Noor Udin1*, Rida Zuraida2, Hendri Hartono1 and Taufiq Annas1

Abstract

Understanding how the audience perceived the message in the media is still an interesting discussion. It can study how to communicate the idea and how the message perceived may change all the time, and how to analyze it. Involving technologies in analyzing processes can make valuable input for communication media artists. The objective of this research is to analyze one of awarded advertise creations by mapping the audience’s visual heatmap using InstantEye Tracker. The existence of eye-tracker technology makes it possible to obtain more objective information about how a visual communication design works, such as an advertisement received by someone. With 31 participants consisting of 14 men and 16 women, this study shows clear differences regarding the heat areas between men and women when receiving information on happy meal advertisements. Although, in general, the heat center is in the middle of the media, men tend to focus on the top left and the center. Meanwhile, women focus on the center and move randomly in the four quadrants of the image area. It relates to how the organization and composition of visual elements through design principles in visual communication design works that are appropriate to be captured by the audience.

Source  https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/63/e3sconf_icobar23_02043.pdf