Percepción visual en los lectores de la ciudad de Riobamba y el uso de la diagramación aplicados en el comercio.

Abstract

The objective of this research was to understand the publications composition offered by El Comercio" newspaper in digital and physical materials, to know how the layout elements are used and if the application is effective in its adaptation to digital media if there are new changes in its physical support. For this, digital and physical publications were chosen before; the publications belong to a period established in the first quarter of the vear 2022. taking two publications per month with a total of six digital and six physical. For analysis, factsheets were structured where parameters in the composition for images and text boxes are established and related to the message delivered to the public with an eye-tracking tool with which the people selected as a valid population sample observed the images and their content. To the results, fixation factors were taken into account in sectors of interest due to their set time and how long it took them to stay at that point. In addition, the first thing they saw when showing the images, resulted in the images mecting their goal and direeting the gaze as intended, effectively. It concluded that the application of the layout elements in digital and physical media is functional because of how they were built. It is recommended to extend this research or be a starting point since there is a constant evolution in the media and how they adapt to new needs.