Abstract

RUIZ ANDIA, Rodrigo et al. Analysis of the effectiveness of logo placement: an eye-tracking application. RevActaNova. [online]. 2025, vol.12, n.1, pp.61-85.  Epub Mar 31, 2025. ISSN 1683-0789.  https://doi.org/10.35319/acta-nova.202541.

An exhaustive review of the Boliviana de Aviación website was carried out, in which inconsistencies were identified in the presentation of the logo depending on the access device. When comparing this situation with other airlines in the market, it was found that there is no uniformity in the layout of the logo on different devices, which could generate confusion among users and even affect the performance of the page.

Given this situation, it was proposed to evaluate the best location of the logo before and after a change of position within the process of purchasing airline tickets on the airline website. To do so, an experimental study based on the science of Neuromarketing was carried out, using the Eye Tracking technique with the aim of determining whether the modification in the location of the logo influences the perception and experience of customers.

The study analyzed the impact of the change in the location of the logo through five areas of interest defined by eye tracking. The data collected was processed with the SPSS statistical tool, generating heat maps to visualize the interaction of users with the page.

The experiment was conducted in the city of Cochabamba, with the participation of 80 individuals, divided into two groups: scenario 1 (logo located on the right) and scenario 2 (baseline, with the logo on the left). The results obtained will allow us to validate the hypotheses raised and provide key information on the impact of the logo's location on user perception.

Keywords : Neuromarketing; Eye Tracking; logo; user perception.

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