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http://dx.doi.org/10.9717/kmms.2020.23.9.1210

Analysis of Visual Attention in Bank Brand Logo using Eye-Tracking  

Park, Min Hee (Dept. of Digital Media, Kyungsung University)
Hwang, Mi Kyung (Game Lab, DONG-EUI University)
Kim, Chee Yong (Dept. of Game Animation, College of ICT Eng., DONG-EUI University)
Kwon, Mahn Woo (Dept. of Digital Media, Kyungsung University)
Publication Information
Journal of Korea Multimedia Society / v.23, no.9, 2020 , pp. 1210-1218 More about this Journal
Abstract
This study selected brand logos of six South Korean and Chinese banks including KB, IBK, SH, ICBC, ABC, and SISB, conducted Eye Tracking experiment among 36 South Korean and Chinese university students(Nine male and female students, respectively), and analyzed the difference of visual attention of consumers on bank brand logo, symbol, Korean/Chinese character logo types as well as the difference of visual attention of these consumers on English logo types. Results were represented by using statistics and visualization including GAZEPLOT, HEATMAP, and visual expression. Results showed that most generally gazed logo types more often and longer than symbols when they watched bank brand logos. A slight difference was observed between both groups in terms of gazing English logo types. This study has a implication that it proposed the possibility of drawing quantitative and reliable outcomes by utilizing eye tracking device and approaching in an objective standpoint beyond a methodological aspect on bank brand logo primarily leaning over the analysis of case research or design development. Moreover, findings are expected to serve as basic data for proposing the direction of special bank brand logo design and marketing strategies.
Keywords
Bank Brand Logo; Brand Awareness; Eye-Tracking; Visual Attention; Gaze Movement Path;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
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