Evaluation of Visual Attention Patterns Using Eye Tracking in Institutional Communication Graphics
DOI:
https://doi.org/10.62452/a1ftj151Keywords:
Eye tracking, visual attention, institutional communication, infographics, university students, university admissionAbstract
Institutional communication plays an important role in disseminating academic information; it is therefore necessary to understand how students visually process the graphic content used during university admission processes. The aim of this research was to analyse the patterns of visual attention generated by two institutional infographics relating to the application and acceptance processes at the Technical University of Cotopaxi, using eye-tracking technology. The research was conducted using a quantitative approach, with a non-experimental, cross-sectional design and a descriptive-comparative scope. The sample consisted of 30 first-semester students from the Faculty of Administrative and Economic Sciences. Data collection was carried out using eye tracking with Tobii Pro Lab software, yielding heatmaps and total fixation times. The results showed that the dates of the academic processes attracted the most visual attention, whilst the QR codes and other elements located at the bottom received lower levels of attention. Furthermore, no statistically significant differences were found between the two infographics (p=0.355). It is concluded that visual attention was directed primarily towards the central elements with the greatest informational relevance, demonstrating that both infographics fulfilled a similar function in terms of communication.
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