Can ocular fixations modulate the perception of a bistable logo? An eye-tracking study

Guillermo Rodríguez-Martínez

doi:10.5565/rev/grafica.328

¿Pueden las fijaciones oculares modular la percepción de un logotipo biestable?

Un estudio basado en registro de movimientos oculares

Autores/as

Guillermo Rodríguez-Martínez Universidad de Bogotá Jorge Tadeo Lozano https://orcid.org/0000-0003-4329-5745

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Resumen

Los logotipos biestables aceptan dos interpretaciones que pueden estar condicionadas por el área que esté siendo observada. Así, las fijaciones oculares pueden afectar la percepción final. Para determinar si las zonas de fijación ocular influyen en la percepción, 20 voluntarios observaron un logotipo biestable frente a un eye-tracker fijo (Tobii T-120). Los resultados indican que las percepciones reportadas están relacionadas con las áreas de fijación ocular. Se concluye que existen áreas que inciden en la identificación de las posibles percepciones del logotipo biestable, lo cual deriva en implicaciones para los diseñadores gráficos de cara a optimizar la comunicación de marca.

Palabras clave

Comunicación de marca, logotipos biestables, egistro de movimiento ocular, percepción biestable, fijaciones oculares

Citas

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