COVID-19 Health Posters: Evaluating Visual Attention and Health Belief Model Components Using Eye-Tracking Technology
https://doi.org/10.53770/medica.v8i7.976
Keywords
Eye Tracking Health Promotion Poster Design COVID-19Abstract
During the COVID-19 pandemic, health posters became a strategic medium for promoting healthy behavior, especially when direct social interaction was limited. However, the effectiveness of delivering effective messages visually through posters has not been evaluatd objectively through a neurocognitive approach. This study aimed to analyze people's visual attention to two COVID-19 health posters in Indonesia using eye-tracking technology and interpret the findings according to the Health Belief Model (HBM). This study is a descriptive study involved 39 young adult participants (aged 15–55 years) who were purposively selected in Bandung. Research data were collected using the Tobii X120 tool and analyzed based on total fixation time (TFT), fixation count (FC), and heatmap visualization of 22 areas of interest (AOI) on the two posters. The results study shows that the first poster "Semua Pakai Masker" had the highest FC and TFT on the title and main visual icon, reflecting a focused and hierarchical pattern of visual attention. The second poster, “Jaga Diri dan Keluarga Anda dari COVID-19 dengan Germas” showed a scattered distribution of visual attention, with dominance at the top. The second poster had a more comprehensive coverage of the HBM message but was less visually focused. The institutional logo tended to be ignored in both posters. In conclusion, posters with simple designs and strong visual cues are more attractive and more effective in conveying key messages. The integration of eye-tracking technology and HBM theory provides new insights into the development of evidence-based health promotion media that may support behavioral change intentions.
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