Les fixacions oculars poden modular la percepció d'un logotip biestable?
Un estudi basat en registre de moviments oculars
Resum
Els logotips biestables accepten dues interpretacions que poden estar condicionades per làrea que estigui sent observada. Així, les fixacions oculars poden afectar la percepció final. Per determinar si les zones de fixació ocular influeixen en la percepció, 20 voluntaris van observar un logotip biestable davant d'un eye-tracker fix (Tobii T-120). Els resultats indiquen que les percepcions reportades estan relacionades amb les àrees de fixació ocular. Es conclou que hi ha àrees que incideixen en la identificació de les possibles percepcions del logotip biestable, la qual cosa deriva en implicacions per als dissenyadors gràfics de cara a optimitzar la comunicació marca.
Paraules clau
Comunicació de marca, Logotips biestables, Registre de moviment ocular, Percepció biestable, Fixacions oculars.Referències
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