Research on the best visual search effect of logo elements in internet advertising layout
Authors: Jiang Yushi 
Published: July 2019

Purpose

The purpose of this paper is to control the size of online advertising by the use of the single factor experiment design using the eight matching methods of logo and commodity picture elements as independent variables, under the premise of background color and content complexity and to investigate the best visual search law of logo elements in online advertising format. The result shows that when the picture element is fixed in the center of the advertisement, it is suggested that the logo element should be placed in the middle position parallel to the picture element (left middle and upper left), placing the logo element at the bottom of the picture element, especially at the bottom left should be avoided. The designer can determine the best online advertising format based on the visual search effect of the logo element and the actual marketing purpose.

Design/methodology/approach

In this experiment, the repeated measurement experiment design was used in a single factor test. According to the criteria of different types of commodities and eight matching methods, 20 advertisements were randomly selected from 50 original advertisements as experimental stimulation materials, as shown in Section 2.3. The eight matching methods were processed to obtain a total of 20×8=160 experimental stimuli. At the same time, in order to minimize the memory effect of the repeated appearance of the same product, all pictures, etc., the probability was randomly presented. In addition, in order to avoid the pre-judgment of the test for the purpose of the experiment, 80 additional filler online advertisements were added. Therefore, each testee was required to watch 160+80=240 pieces of stimulation materials.

Findings

On one hand, when the image elements are fixed for an advertisement, the advertiser should first try to place the logo element in the right middle position parallel to the picture element, because the commodity logo in this matching mode can get the longest average time of consumers’ attention, and the duration of attention is the most. Danaher and Mullarkey (2003) clearly pointed out that as consumers look at online advertising, the length of fixation time increases, the degree of memory of online advertisement is also improved accordingly. Second, you can consider placing the logo element in the left or upper left of the picture element. In contrast, advertisers should try to avoid placing the logo element at the bottom of the picture element (lower left and lower right), especially at the lower left, because, at this area, the logo attracts less attention, resulting in shortest duration of consumer attention, less than a quarter of consumers’ total attention. This conclusion is consistent with the related research results.

Originality/value

Advertising owners in the logo and picture elements for typesetting, if advertisers want to highlight the elements of the commodity logo, the logo should be arranged in the first point of view more locations, which cause consumers more unconscious processing, to achieve good memory and communication effects. Therefore, based on the above conclusions, it is also recommended that the logo elements should be placed on the right side of the picture elements in the advertising layout, and the sixth form of matching should be avoided as much as possible.