The Application of Eye Tracking System in Digital Media Advertising Design

摘要

The eye is the most important organ of human perception. Through the analysis of the point of view of human eye, we can understand the psychological activities of human. This experiment uses Eyelink 1000 Plus desktop eye movement equipment, 20 college students were selected to conduct data tests on several groups of popular print advertisements. Record their gaze points and other information, and analyze individual interests and preferences. Through these data analysis of the advantages and disadvantages of several groups of print ads, then in the subsequent digital media advertising production, through the conclusions of advertising design, this can catch the eye, be loved by people, make the gold content of print advertisement higher, in order to adapt to the current competitive market environment, and improving the advertisement effect of print advertisement.