Analysis of visual attention and emotional response in journalistic infographics using Neuromarketing techniques

Abstract

Introduction: Infographics have become an essential resource in visual journalism, as they facilitate the understanding of complex information through the coherent integration of text and image. In a digital environment marked by information overload and increasingly selective audience attention, a structured and narrative design becomes key to capturing the reader’s interest. Methodology: This study employed neuromarketing tools such as Eye Tracking and Galvanic Skin Response (GSR) to analyze the visual attention and emotional reaction of a sample of journalism students to journalistic infographics. Results: The data reveal that elements such as the use of color, clear visual hierarchy, and recognizable icons enhance visual fixation, while clean and balanced compositions generate stronger emotional activation. Discussion: These findings reinforce the importance of using information based on neuroscientific principles to improve the communicative effectiveness of infographics. The analysis also demonstrates how certain visual resources directly influence the audience’s experience. Conclusions: Incorporating neuromarketing techniques into infographic production allows for the optimization of their impact in digital media, fostering a more effective connection between journalistic content and its audiences.