Text and images in promotional materials − what type of information is important for customers?
Text and images in promotional materials − what type of information is important for customers?

Summary/Abstract: In promotional materials, such as shop newsletters, the visual message is used more and more often, while shortening the descriptions of products. Although the image often attracts attention first, it may not necessarily maintain it and not always allows to assess the quality of the product. In the case of technological products, technical specification seems to be particularly important in the process of purchase decision-making. Simultaneously, its appearance seems to be a feature of minor importance. In this study, two types of newsletters were compared: containing large images and short descriptions, and containing small images and long descriptions. Participants were asked to read the offer and evaluate the attractiveness of the products. The aim of this study was to compare the assessment of the attractiveness depending on the length of description and the size of the images, as well as a comparative analysis of the visual exploration of both types of newsletters based on eye tracking data.

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