Perceptions of design quality: An eye tracking study of attention and appeal in health advertisements

Abstract

We propose design quality as a concept that captures visual complexity, design complexity, and the application of design principles. Design quality of a visual message is thought to influence attention, appeal, and evaluation and could thus play an important role in patient engagement with visual health stimuli such as pamphlets and instructions. This concept is understudied yet plays an integral role in how viewers perceive visual media. This study aimed to explore whether levels of design quality (low, mid, high) gain different levels of objective attention and positive evaluation. Eye tracking technology was implemented to capture viewers’ attention to a series of advertisements varying in design quality. Participants evaluated advertisements for attitude, comprehension, informativeness, and effectiveness. This study found that health advertisements of a mid-level of design quality were consistently assigned more positive evaluations than advertisements with low or high levels of design quality; however, participants spent the most time looking at health advertisements consisting of mid and high levels of design quality. These findings have implications for a design quality threshold that should be considered for practice and research in health communication arenas. It is essential that design be considered in the development of printed health communication materials.