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Updated: Jul 12, 2026
05:43
Usability Evaluation of Augmented Reality: A Neuro-Information-Systems Study
Published on: November 30, 2022
Visual information density in AR commerce: cognitive responses to professional sport jerseys
1Department of Kinesiology, Inha University, Incheon, Republic of Korea.
Frontiers in Psychology
|July 11, 2026
Summary
High sponsor logo density on team jerseys in augmented reality (AR) commerce increases visual clutter and affects attention and arousal. However, it does not significantly change overall attitudes toward the jersey.
Area of Science:
- Consumer Behavior
- Human-Computer Interaction
- Marketing Science
Background:
- Augmented reality (AR) commerce environments prompt active product inspection.
- Visually dense products, like sports jerseys with sponsor logos, can influence user perception in AR.
Purpose of the Study:
- To investigate the impact of sponsor logo density on professional team jerseys within AR shopping environments.
- To assess effects on perceived visual clutter, attention, arousal, and attitudes.
Main Methods:
- A between-subject experiment with 78 participants viewing AR baseball jerseys.
- Manipulated sponsor logo density (low vs. high).
- Analyzed data using analysis of variance (ANOVA).
Main Results:
- Higher logo density led to greater perceived visual clutter.
- Significant differences in attention and arousal were observed.
- No significant differences in attitudes toward the jersey were found.
Conclusions:
- Increased visual logo density in AR primarily impacts perceptual and cognitive processing, not overall product evaluation.
- Visually saturated designs may enhance experiential engagement over broad attitudinal shifts in digital commerce.
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