Visual Velocity: Content Font Effects and Incidental Online Ad Exposure

Francesca Baraggioli, Account Executive, Epsilon Inc.
S. Adam Brasel, Boston College
An eyetracker study explores how character spacing alters perceptions of reading speed and peripheral advertising fixations, and suggests content typography as a key method to increase peripheral online ad effectiveness Subjective reading measures do not correlate with objective visual search patterns: consumers vary subjective readability ratings based on spacing changes but there are no objective differences in reading time. The increased time and distance between visual fixations for wide spacing offsets the decreased time spent within fixations. The larger movements in wide spacing conditions leads to increased visual attention on peripheral advertising banners without increasing conscious awareness during exposure.
[ to cite ]:
Francesca Baraggioli and S. Adam Brasel (2008) ,"Visual Velocity: Content Font Effects and Incidental Online Ad Exposure", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 600-606.