Can ocular fixations modulate the perception of a bistable logo?

Abstract

Bistable logos accept two different interpretations, where each interpretation can be conditioned by the area of the image that is being observed. Thus, ocular fixations can affect their final perception. To determine if the eye fixation areas influence the perception, 20 volunteers observed a bistable logo in front of a fixed eye-tracker, reference Tobii T-120. The results indicate that the reported percepts are related to ocular fixation areas. It is concluded that there are areas that affect the identification of the possible percepts of the bistable logo, which leads to essential considerations for graphic designers to optimize graphic brand communication.

Keywords

• Brand communication
• bistable logos
• eye-tracking
• bistable perception
• eye-fixations