Abstract:This study uses occluded text as a visual cue and hypothesizes that a deliberately incomplete advertisement headline or product name enhances visual attention. An experiment on tea packaging and advertisement is applied to investigate whether visual attention and, even viewer preference enhancement, will be affected by occluded text. The experiment contains two parts: first, an eye tracker observes the differences in the participant’s visual attention between samples of incomplete and complete text; second, a … Show more
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