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Abrazar el caos: la imprevisibilidad de los logotipos animados moldea la atención sostenida de los usuarios
Wen Guan1, Dong Min Cho2, Li Zheng3
1Department of Design and Manufacturing Engineering, Jeonbuk National University, Jeonju, Republic of Korea.
Frontiers in psychology
|August 22, 2025
Resumen
Los logotipos animados impactan la atención del usuario a través de la imprevisibilidad percibida. Este efecto varía según el tipo de marca, con animaciones impredecibles que benefician a las marcas de sensación pero no a las marcas de pensamiento.
Área de la Ciencia:
- Marketing y Psicología del Consumidor
- Diseño de la comunicación visual
Sus antecedentes:
- Los logotipos animados son una inversión de marketing significativa, sin embargo, su impacto en la atención del usuario sigue sin estar claro.
- Comprender cómo los logotipos animados capturan y mantienen la atención del usuario en medio de distracciones es crucial para el marketing de marca.
Objetivo del estudio:
- Investigar la relación entre los logotipos animados y la atención sostenida del usuario.
- Introducir y explorar el concepto de "imprevisibilidad percibida" en los logotipos de marcas animadas.
Principales métodos:
- Análisis de 63 casos y análisis moderado de 1.844 cuestionarios (Estudio 1).
- Experimentos de seguimiento ocular para confirmar los hallazgos en condiciones exigentes (estudio 2).
Principales resultados:
- Existe una relación invertida en forma de U entre la imprevisibilidad percibida y la atención sostenida.
- La novedad percibida media esta relación, y el tipo de marca la modera.
- Las animaciones impredecibles aumentan la atención para las marcas de "sentimiento" (atracciones hedónicas), pero la disminuyen para las marcas de "pensamiento" (atracciones utilitarias).
Conclusiones:
- Los logotipos animados influyen en la atención sostenida a través de la imprevisibilidad y la novedad percibidas.
- La efectividad de los logotipos animados impredecibles depende del atractivo de la marca (hedónico vs. utilitario).
- Los hallazgos ofrecen una guía práctica para los vendedores y diseñadores para optimizar la influencia de la marca a través de logotipos animados.
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