<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Country logotype is always considered as a visual part of country branding. This research addresses the country logotype elaboration problem while answering the question: how to attract consumer attention to a country logotype using different combinations of its elements. The aim of the article is to develop an eye-tracking based model of country logotype visual attractiveness. The paper presents experimental research using an eye-tracking system; visual attention to logotypes of European countries was assessed to determine the specific eye-catching elements of a logotype. The analysis revealed that in order to attract consumer visual attention, no visual association with a country is necessary; also, the logotype is preferred to be colorful, having high complexity, and shaped letters must be used. The analysis of the research results enabled elaborating a model of country logotype visual attractiveness, which might be used to facilitate the creation of country logotype.</p>
</abstract>

Country logotype is always considered as a visual part of country branding. This research addresses the country logotype elaboration problem while answering the question: how to attract consumer attention to a country logotype using different combinations of its elements. The aim of the article is to develop an eye-tracking based model of country logotype visual attractiveness. The paper presents experimental research using an eye-tracking system; visual attention to logotypes of European countries was assessed to determine the specific eye-catching elements of a logotype. The analysis revealed that in order to attract consumer visual attention, no visual association with a country is necessary; also, the logotype is preferred to be colorful, having high complexity, and shaped letters must be used. The analysis of the research results enabled elaborating a model of country logotype visual attractiveness, which might be used to facilitate the creation of country logotype.

Country Logotype Visual Attractiveness: Eye-Tracking-Based Model

Management of Organizations: Systematic Research

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Country Logotype Visual Attractiveness: Eye-Tracking-Based Model"}

Country logotype is always considered as a visual part of country branding. This research addresses the country logotype elaboration problem while answering...

Country Logotype Visual Attractiveness: Eye-Tracking-Based Model

Published Online: Sep 28, 2023

Page range: 15 - 29

Received: Mar 16, 2023

Accepted: Aug 20, 2023

DOI: https://doi.org/10.2478/mosr-2023-0003

Keywords
country logotype, eye-tracking, visual attention

© 2023 Viktorija Grigaliūnaitė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Country Logotype Visual Attractiveness: Eye-Tracking-Based Model

Published Online: Sep 28, 2023

Page range: 15 - 29

Received: Mar 16, 2023

Accepted: Aug 20, 2023

DOI: https://doi.org/10.2478/mosr-2023-0003

Keywordscountry logotype, eye-tracking, visual attention

© 2023 Viktorija Grigaliūnaitė et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
country logotype, eye-tracking, visual attention