MEASURING EFFICIENCY AND COMPETITIVE ADVANTAGES OF GRAPHIC SOLUTIONS OF VISUAL COMMUNICATIONS

Abstract

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.

Keywords

• eye tracking
• measuring efficiency
• visual communications
• corporate branding
• competitive advantages
• trace analysis
• eye tracking