Visual Perception in Digital Advertising Between Visual Theories and Technological Applications

Digital advertising relies on the fundamentals of visual perception to inform how audiences interact with react to visual stimuli. The study is on the effects of some principles of visual perception such as color, motion and interactivity on the effect of advertisements. The usage of data determined ad effectiveness through engagement rates, fixation times, and sentiment analysis by type; static, video and interactive ads. The findings of the research show that interactive advertisements had significantly higher levels of engagement and positive sentiment, while static image ads had lower engagement and more negative emotional responses. from another point, Eye-tracking data confirmed greater gaze when people interacted with animated and interactive elements and therefore increased the time of visual fixation, leading to a higher grasp of the content. To this end, the findings emphasize the need for visual theories to translate into digital marketing strategies that can deliver content that is both compelling and easily retrievable. This information can help marketers and designers develop effective digital ad content that resonates with contemporary viewers.