Incidencia de la neurotecnología de seguimiento ocular (Eye Tracking) en afiches de eventos académicos.

Abstract

The present research determined the incidence of Neurotechnology in the design of academic posters through the use of Eyes Tracking, in a series of experiments on students of the Graphic Design career. An experimental methodology was used. With an Eye Tracker and an interview, the 2018 academic posters were tested; the data was analyzed and two prototypes were generated for the control experiments. The experiment was repeated with a different sample to ensure the reliability of the information. The data was analyzed and it was determined through data comparison and analysis that the degree of functionality of the 2018 academic posters is average, due to the sizes, distribution of their elements and the absence of important informative data. The data analyzed to arrive at this conclusion are: time of the first Fixation, time of duration of the first Fixation and time of total duration. Descriptive statistics were used for quantification and interpretation of the results and through graphs we were able to compare the differences between the information. Through the analysis of these data we were able to establish a series of parameters that would improve the functionality and impact of the poster of the academic events of the ESPOCH Graphic Design career. As the main conclusion we could confirm the hypothesis that the application of the Neurotechnology in the posters of academic events helps to communicate the message more efficiently. Furthermore, it is recommended to take into account this study for a better performance in the design of academic posters.