Impact of Color and Typography on Advertising Readability: An Experimental Eye-Tracking Study
Project no. 32114 · Status: Kapanmış (Yayın bekleniyor) · 2025
Summary
<p><span style="color: rgb(0, 0, 0);">The most essential criterion in all visual communication materials containing textual elements is legibility. In the advertising industry, clarity and precision are crucial—particularly where time and space come at a high cost. Illegible text adds nothing to visual imagery; instead, it complicates it, lengthening the perception time needed for the message beneath the visual to be understood. Therefore, legibility is a fundamental criterion in advertisements, just as in all visual images. Two key factors that determine textual legibility are the quality of the chosen typeface and the use of color.</span></p><p><br></p><p><span style="color: rgb(0, 0, 0);">Typographic elements have different classifications, each with its own structural criteria. The concept of the typographic family plays a decisive role in this context. Depending on the conveyed message and overall design intent, the typographic family and the interaction between typography and color selection lie at the heart of legibility. Accordingly, the present study examines typographic elements selected from various typographic families, combined with different colors, and evaluates their legibility through eye-tracking measurements. By comparing participants’ fixation durations on typographic elements, the most legible typeface and color combinations are identified. The findings aim to guide professionals in the advertising and design industries.</span></p>