See and remember: decoding digital fashion ads with eye tracking

Abstract

The study investigates the impact of visual communication on consumer engagement and recall within digital fashion advertising. Utilizing eye tracking-technology, the research examines how visual elements such as product placement, model imagery, and textual content capture and sustain viewer attention. Key findings indicate that back-and-forth gazes between products, faces, and text significantly enhance emotional and comparative engagement. Products generally dominate viewer attention when strategically placed, leading to higher recall accuracy. Similarly, the integration of relevant textual content is found to significantly improve memory retention, aligning with dual coding theory.

These insights suggest that effective visual communication strategies, which skilfully combine product visibility with compelling human features and pertinent text, can significantly enhance the impact of digital advertisements. This study provides actionable guidance for marketers aiming to optimize ad designs to boost consumer interaction and brand recall in the competitive digital landscape.

Project details

Title: Visual Engagement and Memory Retention in Digital Fashion Advertisements: An investigation through Eye tracking-technology

Year: 2024

Author: Varissara Nattakrannuwat

Course/Programme: Field study in textile management, Master programme in Textile Value Chain Management

Researcher / Supervisor: Jenny Balkow, Marianne Louwerse

Technology: Eye tracking on screen