The image below is a sample gaze path of one person looking at a baby in a product ad:
The blobs are where the person has fixated on the image. You’ll notice the person starts looking in the middle of the page (we planned it that way by using a fixation cross between each stimuli) and then goes straight to the baby face. He focusses on it a few times then moves his attention over to the text by his 7th fixation.And here’s an image of that same baby looking up and toward the main content heading. Notice the person fixates less on the baby’s face and then he quickly looks straight over to the text at the 5th fixation.
See the FULL results of this study here.
Now, the question I wanted to ponder; if this works with human faces, surely the same would be true of dog faces?
In fact, could we not make an argument that using dogs in this type of creative marketing would actually double the impact?
Dogs have been a staple ingredient in advertising as marketing experts long since recognised the positive association and trust that is implicitly associated with our canine friends. On this basis, it would seem, if you want to get people to read your ad’s headline copy, position a dog in the creative and have them stare at your words!
(And then report back here and let us know your results!)