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Published in:
2020 | OriginalPaper | Chapter
Eye-Tracking Examination of the Anthropological Race, Gender and Verbal-Pictorial Relative Positions on Ergonomics of Visual Information Presentation
Authors : Rafał Michalski, Joanna Koszela-Kulińska
Published in: Advances in Ergonomics in Design
Publisher: Springer International Publishing
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Abstract
Information on how to present visual content in an ergonomic way is crucial in various fields. The current study examines how the gender, race of a person, and picture-slogan relative location influence subjects’ perceived effectiveness about a social advertisement. Relative scores of 45 participants from Wrocław University of Science and Technology were measured by binary pairwise comparisons and formally analyzed by the loglinear model for frequency data. While making comparisons, subjects’ visual activity was recorded by an eye-tracking system. Mean fixation durations were comprehensively analyzed in the context of examined factors by a standard, five-way analysis of variance: Picture race (black, yellow, white) × Picture gender (man, woman) × Picture location (left, right) × Stimulus location (left, right) × Subject gender (male, female). Subjective results regarding perceived effectiveness of the advertisement variants were compared with objective fixation durations.