MEASURING EFFICIENCY AND COMPETITIVE ADVANTAGES OF GRAPHIC SOLUTIONS OF VISUAL COMMUNICATIONS
https://doi.org/10.21686/2413-2829-2016-3-106-113
Abstract
To measure the efficiency of graph solutions and competitive advantages of visual communications it is expedient to use science-metric methods, including those which measure trace characteristics of respondents (Trace Analysis). Methods of measurements should be formalized to reach necessary validity. This method researching efficiency of visual solutions of the graph logotype at the Russian Plekhanov University of Economics in comparison with logotypes of competing universities is Eye Tracking, which provides objective data concerning where and how often respondents look.
About the Authors
Vladimir M. Kiselev
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Doctor of Sciences, Professor, Chief Researcher of the Research center 'Management', Professor of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Sergey V. Savinkov
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
PhD, Assistant Professor of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Andrey V. Ivanov
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Anna V. Fedorova
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Vladimir A. Terent'ev
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
Maksim D. Sokolov
Plekhanov Russian University of Economic
Russian Federation
Russian Federation
Senior Lecturer of the Department for Advertising, Public Relations and Design of the PRUE
36 Stremyanny Lane, Moscow, 117997, Russian Federation
References
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Review
For citations:
Kiselev V.M., Savinkov S.V., Ivanov A.V., Fedorova A.V., Terent'ev V.A., Sokolov M.D. MEASURING EFFICIENCY AND COMPETITIVE ADVANTAGES OF GRAPHIC SOLUTIONS OF VISUAL COMMUNICATIONS. Vestnik of the Plekhanov Russian University of Economics. 2016;(3):106-113. (In Russ.) https://doi.org/10.21686/2413-2829-2016-3-106-113
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