ABSTRACT:
Visual brand communication faces the challenge of effectively capturing viewers’ attention in a crowded media environment. This study investigates the impact of a logo’s position and movement in an advertising video on its visibility and attention distribution. In a laboratory eye-tracking experiment (N = 24), two conditions were compared: a static logo fixed in the corner and a moving logo displayed dynamically throughout the commercial. The results showed that moving logos achieve significantly higher visibility (p < .001) and maintain visual attention for longer periods. At the same time, attention in fixed spots remains more central (with a higher centre-grid share), which does not imply higher visibility of the corner logo. The time to first fixation did not differ significantly between conditions, suggesting that the advantage of movement lies primarily in retention, rather than in the speed of capture. The findings provide recommendations for advertising creation, including the use of short micro-animations, contrasting backgrounds, and trajectories that affect the central zone, which can significantly increase the visual accessibility of the logo.
KEY WORDS:
brand visibility, centre bias, eye-tracking, logo placement, TTFF, visual attention
DOI: https://doi.org/10.34135/communicationtoday.2026.Vol.17.No.1.10