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Well-known and Lesser-known logos: Evaluation for Brand Logos Using Covert Eye Tracking (CovET) Combined with a Go/No-go Task

Poster Session F - Tuesday, March 10, 2026, 8:00 – 10:00 am PDT, Fairview/Kitsilano Ballroom

Otoha Yamanaka¹ (), Kouki Amano¹, Ippeita Dan¹; ¹Applied Cognitive Neuroscience Lab. Chuo University

Eye tracking can be used to evaluate brand logos, but it has conventionally focused only on the overt attention to logos. However, focus should also be on covert attention, given its role in visual processing. Covert attention can relate to the selection of information before giving fixation and contribute to better performance. When this selection process is influenced by prior information, the eye-movement pattern with covert attention can be altered. Revealing the relation in selecting information can lead to efficient design evaluation. In this Sketchpad presentation, we performed gaze analysis based on fixations in the central visual field regions corresponding to the fovea and foveola. Real logos of Japanese convenience stores categorized as well-known or lesser-known were used as visual stimuli. A Go/No-go task was used to examine whether the target logo was detected behaviorally either within or outside the fixation area. We compared the difference between the tendency to distinguish the logo correctly within the fixation area and those outside for each logo. The results showed a significant trend between well-known and lesser-known categories in the foveola condition. This indicates that higher visual recognizability logos can be efficiently recognized even when they are presented outside the fixation area through covert attention in selection processing. This finding of the covert eye-tracking (CovET) system could suggest an effective approach to evaluate the visual recognizability of logos and potentially other marketing stimuli. This method could serve as a valuable neuromarketing tool for assessing consumer interest.

Topic Area: METHODS: Other