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Influence of print advertising layout complexity on visual attention


  • Lina Pilelienė

    (Vytautas Magnus University)

  • Viktorija Grigaliūnaitė

    (Vytautas Magnus University)


In the contemporary overcrowded market there is a high competition for capturing consumers’ attention. Few decades ago attracting consumers’ visual attention was easier; however, modern consumers become advertising-resistant. Moreover, people even tend to ignore ads before seeing them. Such advertising resistance leads to a situation when the creativity becomes important. As creativity in advertising has many aspects, we considered the advertising complexity as one of them. The aim of the research is to determine the influence of the complexity of print advertising on visual attention. Three objectives are set to reach the aim: (1) to determine the theoretical criteria of advertising complexity; (2) to select sample advertisements meeting each selected criterion; (3) to provide the eye-tracking experiment with the chosen advertisements. The research reveals that advertising complexity has a positive influence on consumers’ visual attention to the advertisement, but negative influence on consumers’ visual attention to the brand presented in the advertisement. The research enables the eye-tracking-based determination of the best suitable level of advertising complexity to attract visual attention. The analysis of experiment participants’ number of eye fixations and mean viewing time enables the determination of guidelines for advertising creation.

Suggested Citation

  • Lina Pilelienė & Viktorija Grigaliūnaitė, 2016. "Influence of print advertising layout complexity on visual attention," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 6(2), pages 237-251, August.
  • Handle: RePEc:spr:eurasi:v:6:y:2016:i:2:d:10.1007_s40821-015-0040-2
    DOI: 10.1007/s40821-015-0040-2

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    References listed on IDEAS

    1. Rik Pieters & Luk Warlop & Michel Wedel, 2002. "Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory," Management Science, INFORMS, vol. 48(6), pages 765-781, June.
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    Cited by:

    1. Wang, Qiuzhen & Ma, Da & Chen, Hanyue & Ye, Xuhong & Xu, Qing, 2020. "Effects of background complexity on consumer visual processing: An eye-tracking study," Journal of Business Research, Elsevier, vol. 111(C), pages 270-280.
    2. Michael Carolan, 2022. "Presences and absences in food systems depictions: a systematic visual content analysis," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 14(5), pages 1347-1358, October.

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    More about this item


    Advertising complexity; Eye-tracking; Print advertising; Visual attention;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising


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