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Country Logotype Visual Attractiveness: Eye-Tracking-Based Model

Author

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  • Grigaliūnaitė Viktorija

    (1 PhD, associate professor at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania .)

  • Pilelienė Lina

    (2 Professor at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 58, 44248, Kaunas, Lithuania .)

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.

Suggested Citation

  • Grigaliūnaitė Viktorija & Pilelienė Lina, 2023. "Country Logotype Visual Attractiveness: Eye-Tracking-Based Model," Management of Organizations: Systematic Research, Sciendo, vol. 89(1), pages 15-29, June.
    • Handle: RePEc:vrs:morgsr:v:89:y:2023:i:1:p:15-29:n:6
    DOI: 10.2478/mosr-2023-0003
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    References listed on IDEAS

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    2. Li, Qian & Huang, Zhuowei (Joy) & Christianson, Kiel, 2016. "Visual attention toward tourism photographs with text: An eye-tracking study," Tourism Management, Elsevier, vol. 54(C), pages 243-258.
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