TY  - JOUR
AB  - Purpose The purpose of this paper is to show how analysing sales flyers with a combination of eye tracking, measurement of emotions, interview and content analysis can give an in-depth understanding on how different design aspects influence sales flyers’ effectiveness as a communication tool. The paper shows the relationship between different sales flyer design principles and a person’s preference towards it, as well as the intent to read it.Design/methodology/approach The paper chose for pilot study using eye tracking and emotions measurement to analyse retail sales flyers. In addition, interviews and content analysis were conducted to fully understand which aspects of sales flyer design influenced consumers.Findings The paper’s main findings are that sales flyers that evoke more positive emotions are prone to be chosen, and the attention and the view time of content pages is related to the number of elements on the page, page coherence and the location of the offers.Research limitations/implications This research uses eye tracking were sales flyers are shown on screen, which is not a natural way to read sales flyers. Future research should aim to test this methodology and prepositions in the natural environment.Practical implications The paper includes implications for designing better sales flyers.Originality/value To the authors’ knowledge, sales flyers have never been studied with a research design combining eye tracking, measurement of emotions, interview, content analysis and preferences.
VL  - 13
IS  - 2
SN  - 1746-5265
DO  - 10.1108/BJM-05-2017-0132
UR  - https://doi.org/10.1108/BJM-05-2017-0132
AU  - Pentus Kristian
AU  - Ploom Kerli
AU  - Kuusik Andres
AU  - Mehine Tanel
PY  - 2018
Y1  - 2018/01/01
TI  - How to optimize sales flyers – novel experiment design
T2  - Baltic Journal of Management
PB  - Emerald Publishing Limited
SP  - 191
EP  - 208
Y2  - 2024/09/19
ER  -