MEASURING EFFICIENCY AND COMPETITIVE ADVANTAGES OF GRAPHIC SOLUTIONS OF VISUAL COMMUNICATIONS

Вестник Российского экономического университета имени Г. В. Плеханова

Anna V. Fedorova¹  Andrey V. Ivanov¹  Maksim D. Sokolov¹  Vladimir A. Terent'ev¹  Sergey V. Savinkov¹  Vladimir M. Kiselev¹ 

[1] Plekhanov Russian University of Economic;

关键词: eye tracking;    measuring efficiency;    visual communications;    corporate branding;    competitive advantages;    trace analysis;    eye tracking;   

DOI  :  10.21686/2413-2829-2016-3-106-113

来源: DOAJ

【 摘 要 】

To measure the efficiency of graph solutions and competitive advantages of visual communications it is expedient to use science-metric methods, including those which measure trace characteristics of respondents (Trace Analysis). Methods of measurements should be formalized to reach necessary validity. This method researching efficiency of visual solutions of the graph logotype at the Russian Plekhanov University of Economics in comparison with logotypes of competing universities is Eye Tracking, which provides objective data concerning where and how often respondents look.

【 授权许可】

Unknown