Eficácia perceptiva e comunicativa de um logotipo biestável
um estudo experimental baseado em tecnologia de rastreamento ocular
DOI:
https://doi.org/10.1590/1983-3652.2024.51494Palavras-chave:
Comunicação de marca, Logotipos biestáveis, Percepção biestável, Movimentos oculares, Fixações ocularesResumo
No contexto da comunicação de marcas, anunciantes e designers criam identificadores visuais, com o objetivo de transmitir significados relevantes aos públicos que contribuem para o posicionamento de produtos e serviços. Muitos logotipos são desenhados apelando a modelos de biestabilidade perceptiva, buscando que um usuário ou consumidor possa ter mais de uma interpretação da imagem. Cada interpretação feita pelo receptor é condicionada pela área do logotipo biestável que está sendo observada, de forma que as fixações oculares podem condicionar a percepção final do estímulo visual. Para determinar se as áreas de fixação ocular afetam a interpretação de um logotipo biestável, 25 voluntários observaram uma imagem com essas características diante de um rastreador ocular fixo, Tobii T-120. Foram analisadas as durações das fixações oculares em áreas que condicionam a interpretação final do logotipo biestável. Os resultados indicaram que as percepções relatadas estão relacionadas às áreas de fixação ocular, fato que justifica o mecanismo perceptivo denominado modulação bottom-up. Conclui-se que as áreas que os receptores visualizam afetam a identificação das possíveis percepções do logotipo biestável. Este facto torna-se um aspecto relevante na concepção de logótipos que se revelem eficazes, onde variáveis puramente perceptivas terão de ser tidas em conta para transmitir significados relevantes aos públicos.
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