Visual Recognizability Evaluation for Brand Logos Using Covert Eye Tracking (CovET) Combined with a Go/No-go Task

Eye tracking can evaluate brand logos, but conventionally it has focused only on overt attention to logos. However, it is necessary to also focus on covert attention. We conducted gaze analysis with fixations in the central visual fields corresponding to the fovea and foveola. A Go/No-go task was utilized to examine whether the target logo was detected behaviorally either within or outside the fixation area. The difference between correct viewings of the logo within the fixation area and those outside it was compared for each logo. The results revealed significant differences among logos in several combinations, suggesting that logos with higher visual recognizability can be correctly recognized even when they are presented outside the fixation area through covert attention. The covert eye-tracking (CovET) system could provide a useful method for evaluating the visual recognizability of logos and possibly other commercial targets of interest, thereby serving as a promising neuromarketing tool.