Color, Placement, Power: Maximizing Sponsorship Impact Through Eye-tracking

Abstract

Color is the communication tool that emphasizes particular aspects of a design and inuences the viewers’ emotions and perceptions. This neuromarketing research looks beyond color aesthetics and explores the role color psychology and logo placement play in Formula 1 viewers’ visual attention. Past research has attested to the importance of color psychology and sponsorship logo placement, however, very little to no research is found in connection with sports, more specically Formula 1. The use of eye-tracking, galvanic skin response sensor, and facial expression analysis assisted the researcher in gathering an extensive amount of data which led to valuable ndings. They suggest that the so-called warm colors attract and inuence viewers’ visual attention while the dynamic nature of Formula 1 enhances the need for exposure which in turn aects brand recall. On the other hand, logo placement emerges as a crucial factor whose strength compared to colors is the ability to be negotiated and secure optimal exposure. In addition, a discussion on viewers and their emotional arousal and engagement is taken to support the above-mentioned ndings. The study was conducted with 32 participants at SenseLab, Copenhagen Business School in Copenhagen, Denmark.