Country Logotype Visual Attractiveness: Eye-Tracking-Based Model

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.

Keywords

Cite this article

Grigaliūnaitė, V. & Pilelienė, L. (2023). Country Logotype Visual Attractiveness: Eye-Tracking-Based Model. Management of Organizations: Systematic Research, 89(1), 15–29. https://doi.org/10.2478/mosr-2023-0003

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