Predictive Eye Tracking results concerning the obvious features to draw attention have a great impact on initial attention when it comes to food imagery.
Key Points
Simple designs cut through the clutter. The best way to improve visual appeal of a communication is by using high contrast, simple imagery that draws the eye.
Coupon design and layout determines it’s effectiveness at conveying price info.
The brain is attracted to simple visuals, and backgrounds with little or no texture do a great job at highlighting the product in the offer.
About Burger King
Burger King (BK) is an American global chain of hamburger fast food restaurants. Since its foundation in 1954, Burger King has employed varied advertising programs. Since 2015 Burger King started testing their mail pieces with Canada Post using True Impact’s predictive eye tracking services in order to customize their offerings to appeal to as many demographic groups.
Canada Post dove a little deeper recently with cutting edge neuromarketing research and in an effort to quantify the effectiveness of direct mail they are providing their customers with PET analysis packages to understand how customers will view the piece and to see how effective it will be.Challenge
In the age of the smartphone, it’s easy for quick service restaurants to assume that digital media are the most effective option for highlighting discounts and special offers. According to Sharron Fry, recent research into how buyers make decisions shows that’s not always the case. Direct mail outperforms digital ads in driving in-store purchases significantly.
Next up: Assess whether the company’s existing direct mail initiatives, the lifeblood of Quick Service Restaurants marketing, were working effectively.
Solution & Results
Predictive eye tracking uses a software model that predicts where people are most likely to look. It’s the equivalent of 40 people looking at your message for five seconds. In our Burger King Predictive Eye Tracking study performed in partnership with Canada Post, we used Computer Vision techniques to quantify the noticeability, complexity and focus generated by a mail piece on first impression. It was found that the highest percentage of focus goes towards the sandwich images when a table structure is used. However when a bold-font title is used, it draws the first visual attention.
In this study, the Burger King DM piece had a medium-high level of complexity. This is mostly driven by the amount of content and food imagery. Both sides of the mail piece had similar complexity and focus ratios with a noticeable increase in complexity when the amount of content increases.
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